Reebok unleashes a retail first in Australia

Published in Ragtrader 7th July 2023. Words: Christopher Kelly

Reebok Pacific has launched its first-ever Australian store in Chadstone, Melbourne.

The 167 sqm store houses the brand’s extensive range across lifestyle and performance apparel and footwear.

The new store features a Reebok archive wall that displays historic imagery and advertisements, vintage products, and one-of-a-kind artifacts such as Shaquille O’Neil’s US22 basketball shoes. Another wall features a custom hand-painted mural by Melbourne’s Good Ideas Studio.

"The introduction of Reebok Pacific's premium store concept at Chadstone represents a significant milestone for us at Reebok Pacific,” head of marketing James Chan said.

"We are committed to delivering an unparalleled retail experience that blends innovation, style, and performance with the aim to stay at the forefront of the industry while solidifying our presence in the Australian market.

“Further building brand loyalty and strengthening our relationship with the local community by incorporating elements that resonate with their unique preferences and values is an integral part of our approach.

“It allows us to establish authentic and strong connections with our customers that form the foundation of the brand."

To mark the opening, Reebok collaborated with locally-based Japanese artist Aki Yaguchi, who created custom-printed tees and canvas totes exclusive to the store.

On the store’s opening day last Friday, the first 100 customers received one of the strictly limited-edition custom-printed t-shirts, as well as a premium Reebok canvas tote bag, hat, and socks.

Reebok Pacific reported ongoing growth in Australia with the retail expansion playing a pivotal role in the brand’s future strategy.

“This is a monumental event for Reebok Pacific, being our inaugural bricks-and-mortar concept store in a flagship location,” Reebok Pacific GM Ash Sampson said.

“We now have a first-class retail proposition we are all incredibly proud of and this is just the beginning. We have the ability to showcase the best of the Reebok brand across Apparel and Footwear while educating the consumer on our rich heritage which is exciting.”

Reebok is preparing to open more physical stores across Australia this year, which will be strategically selected and designed to respond to existing customer demands.