8 • Footwear Insight ~ November/December 2017
THEFOOTWEAREYE
footwearinsight.com
At the new Reebok Boston store customers can have a customized Classic Leather shoe made by
hand on site. Boston-specific products and limited-edition product ranges will also be in stock.
I
n late October, Reebok opened a flagship retail store at the brand's
new headquarters in South Boston.
Located at 25 Drydock Avenue within the Innovation and Design
Building, the 7600-square-foot Reebok Boston store features both
fitness and lifestyle offerings from across the brand and is high-
lighted by a YourReebok Customization Shop, allowing consumers
to create custom and personalized products on site.
"We are incorporating best-in-class retail technology and customer
service at this flagship store," says Paul Froio, Reebok VP–U.S. retail. "We
want it to be much more than a store. It's a full brand experience."
Froio says that Reebok, which relocated 700 employees from its previous
headquarters in Canton, MA, to its new HQ at Boston's seaport earlier this
fall, is feeling energized by the move. "It's an opportunity to move closer
to inspiration," he says. "Here we are closer to the airport, to the public
transportation, closer to where our consumer is living. The interaction
with the city and the people in Boston is game changing." O
FLAGSHIP STORE
Reebok Touches Down in Boston
Listen to a Sports Insight Extra
podcast with Reebok's Paul Froio at
sportsinsightextra.com/podcast.html
