Opened to the public in August at Ibn Battuta Mall (Aug 9th) and the Mall of the Emirates (Aug 29th) in Dubai, Reebok’s new Fit Hub concept stores, currently being rolled-out across the region, are designed to immerse consumers in the Reebok Fitness Experience – inspiring them to move, train, and get fit.
Based on the principles of resourcefulness and togetherness the Reebok Fit Hub concept helps people get started on their fitness journey, keep training, stay fit and have fun doing it, with innovative fitness and training products and trusted advice.
Designed on the themes found in fitness studios and industrial lofts, the internal space is raw, creative and innovative with 3 Key Zones: The Interactive Storefront, a Story Floor, and Fitting Studio with Cross-Fit -Inspired Displays.
The Interactive Storefront introduces the Fitness Loft Theme bringing the outside inside with displays mixing 2D and 3D elements, the Story Floor is a flexible retail space that helps people discover Reebok footwear and apparel and be assisted by the proper selection and fit of Reebok products.
“Fit Hub is not just about a new fixture system and design,” commented Mark Greiner, General Manager for RBK Middle East, “it is a new way of thinking about fitness, a culture and a way of training. It is about focusing on the customer experience and encouraging people to explore, learn, try and buy from our unique service concept. Even the way we display the apparel provides maximum flexibility for merchandising to ensure appeal to the customers and the encouragement of fitness.”
The Fit Hub design is a continuation of Reebok’s ‘The Sport of Fitness’ campaign launch globally at the beginning of 2012 in which the international sports brand owned the concept that being fit is not just a hobby, but a way of life and thus a sport.
In the U.S. the Fit Hub concept has been developed even further by locating CrossFit Boxes adjacent to the Fit Hub to create an ‘all-in-one’ home for fitness and a one-stop shopping fitness experience.
The Reebok Fit Hubs in the Middle East region are already open in two locations in the UAE at Ibn Battuta Mall (Aug 9th) and the Mall of the Emirates (Aug 29th) in Dubai and are currently under construction at Al Kout Mall in Kuwait, Avenues Mall in Kuwait both of which are set to open in October 2012 and the Red Sea Mall in KSA. Plans to open Reebok Fit Hubs are already in place in Qatar and Bahrain as well as more being roll-out in the UAE.
