German sports-lifestyle major Adidas, which acquired US-based Reebok in 2006, expects the brand to re-emerge from the shadows of 2012 controversy surrounding alleged fraud by Reebok India’s then MD. Dave Thomas, Managing Director of Adidas India is bullish about Reebok’s prospects in the country and feels that further investments into the brand will push its growth momentum. Reebok has around 300 stores in India, of which, 40 are ‘Reebok Fit Hub’ stores that sell premium products and provide fitness consultation to customers. The new stores not only retail Reebok merchandise but also serve as centres for yoga, aerobics and other forms of workouts. The company may bring premium brand – ‘Reebok Classic’ to India, by opening its standalone stores.

Reebok is moving ahead with its strategy of repositioning itself as a premium fitness label in India. As part of its strategy, Reebok has also stopped selling sports merchandise like cricket bats and is purely concentrating on fitness related product categories.

After being embroiled in a controversy, parent company Adidas has been trying hard to rebuild its image in the country amid tough competition from rivals like Nike and Puma. While Reebok is banking upon fitness savvy Indian consumers for growth, Adidas is expanding its product range working as a pure sports brand with specific shoes for different sports such as basketball, cricket and tennis.

 

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