Reebok reworks mass brand image

After roping in Bollywood star and fitness icon John Abraham as its brand ambassador,

Reebok is all set to change the way it is perceived in India. Reebok is now working on a strategy to rebuild its image as a premium brand while expanding its ‘Fit Hub’ concept retail stores.

By roping in Abraham, the brand is positioning itself as one stop shop offering a complete fitness experience to consumers. From specialized products across all fitness categories to the revolutionary retail destination called fit-hub, Reebok is trying to cater to the fitness conscious customers.

After dealing with the controversy surrounding the alleged Rs 850 crores fraud in India, Reebok under its new management, has also pulled out its products from ecommerce websites, who were selling them at extremely low prices.

Reebok will open 100 'Fit Hub' concept stores by 2014, 50 of them this year. Most will be located in metros with some in Tier II cities. “What happened in the past is behind us. We are now growth-focused and will start with our new retail format of 'fit-hub' stores in India,” Erick Haskell, Managing Director, Adidas Group India says.