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.
The Reebok fit-hub stores offer fitness and training products besides advice, guidance and information on community based fitness events. While the company would open fifty new stores the remaining fifty would be renovated ones. By 2015, Reebok aims to convert all of its over 400 existing stores into fit hub stores.
The aggressive strategy revolves around eradicating losses and strengthening the brand’s image as well as gaining a foothold by 2015. Now Reebok is being repositioned as a fitness label targeting upwardly mobile customers changing its earlier mass brand image. Most new stores will be located in metros with some in Tier II cities.