Few fitness brands have pushed women brand ambassadors as aggressively as Reebok. First it was actor Bipasha Basu and now, Nargis Fakhri. There is a perfectly logical reason. Currently, contribution from women customers to Reebok's turnover is under 30 per cent.
"Our studio category comprising yoga, dance and aerobics apparel will cater to women customers who are largely underserved in the fitness regime. This is a growing category. We are focusing on it in order to drive growth and to target 40 per cent sales from here," Erick Haskell, Managing Director, Adidas Group India, said while inaugurating Reebok's new store launch at Select Citywalk shopping mall in Delhi recently.
Nargis Fakhri, Reebok's women's fitness ambassador, performs yoga at the launch of Reebok's Fit Hub concept store.
Interestingly, this store marked not just the repositioning of it as a fitness brand but also has the distinction of being staffed entirely by women. Reebok, owned by the Adidas Group, is trying to cut itself loose from being lost as just another multi-sports brand.
In a bid to define this image further, Reebok will open 100 new stores by 2014 that have the Fit Hub concept. In addition, 400 existing stores will be renovated across the country that house the Fit Hub concept. This is, of course, driven by the growing popularity of the Fit Hub concept within select Reebok stores which offer fitness and training products besides advice, guidance and information on community-based fitness events. This concept was first initiated in 2011.
Milind Soman, Nargis Fakhri and Adidas Group India MD Erick Haskell at the launch of Reebok's first all-women Fit Hub concept store.
This initiative will be supported by online and digital promotions on YouTube and tie up with direct-to-home satellite operator TataSky wherein Reebok brand ambassador John Abraham and its trainers will give 10-minutes exercise tips every day. The brand is further set to roll out its 'Mega Pink' initiative aimed at encouraging women to take up running for fitness.
Meanwhile, in terms of geographic spread, while Reebok is focused on major metros and cities, it is also testing waters in tier II towns such as Amritsar and Udaipur.
"The response for the Fit Hub concept stores has been fantastic. All the stores that we have converted into Fit Hub stores have seen increased sales," Haskell added. On the subject of fear of cannibalisation between Reebok and Adidas, Haskell assured there will not be any and that Reebok will remain a fitness brand and Adidas as a multi-sports brand.
(Left to right): Model Milind Soman, Bollywood actor Nargis Fakhri and Adidas Group India MD Erick Haskell at the launch of the Fit Hub concept store in New Delhi. 
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