With Erick Haskell on board as its Managing Director,Adidas has been taking various measures to change Reebok’s image in India. In fact, the brand is targeting 40 percent of sales to come from female customers. At present, the women’s category contributes less than 30 percent. Meanwhile, to boost its business in India, Reebok recently roped in two new brand ambassadors: Bollywood actors John Abraham and Nargis Fakhri. The aim is to promote the brand as a fitness label. It also opened a 2,800 square foot fitness store at Forum Mall in Chennai, as a part of its retail expansion plan. Now it plans to open 100 ‘Fit Hub’ stores in the country.