Reebok announced the opening of four new FitHub stores in Southern California, geared toward the CrossFit community. Two of the stores are in San Diego, while there will be one each in Rancho Cucamonga and Studio City.
The FitHub concept, which launched last year on the East Coast, combines fitness and shopping from the athletic gear and equipment brand, reported UT San Diego.
The gym-like atmosphere of the stores combines wood, steel and rubber fixtures to resemble CrossFit "boxes." Footwear, apparel and accessories by Reebok are for sale throughout the shops.
The brand aims to make the destination a place to shop and attend yoga classes, attend fitness lectures and meet up for running clubs.
"Our FitHubs are more than just retail destinations," Chris Waldeck, Reebok's U.S. brand director, told UT San Diego. "They have become a central location for all things fitness–not just a place to buy footwear and apparel."
Reebok is joining the growing number of athletic gear companies using in-store activities to connect with consumers. Reebok has about 1.8 percent of the sportswear market, compared with Nike which owns 13.6 percent. Nike (NYSE:NKE) recently reported a strong quarter that included a 70 percent increase in e-commerce sales.
-See this UT San Diego article
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