Reebok brand is moving ahead with its strategy of repositioning itself as a premium fitness label in India. Moving away from its earlier mass image, the company now aims to open around 15 'Fitness Studios' in India by the end of year 2016. Also on the company’s agenda is to change all the existing stores into ‘Fit Hub’ outlets by 2017.

The new stores not only retail Reebok merchandise but also serve as centres for yoga, aerobics and other forms of workouts. For now, the company has only one Fitness Studio in Mumbai. 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 getting embroiled in a controversy over alleged fraud at Reebok’s India operations, 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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