Reebok Opens Global Flagship At Boston Headquarters

Reebok has opened its flagship retail store at the brand’s new headquarters in South Boston. A key feature is the YourReebok Customization Shop, allowing consumers to create custom and personalized products on site. The new Boston location is the only Reebok store in the world where customers can have a customized version of the brand’s iconic Classic Leather shoe, made by hand, on site. In addition, consumers will be able to design personalized graphic apparel and accessories, produced on site in just minutes. The new store will be home to exclusive Boston-specific products and limited-edition product ranges. In addition, product testing will be seamlessly integrated, with consumers able to test footwear prior to purchase in the store, in the surrounding neighborhood or at Reebok’s state-of-the-art fitness facility. In addition, the store features enhanced digital displays, online ordering, as well as mobile point-of-sale and payment methods to deliver a premium brand experience.
“We are incorporating best-in-class retail technology and customer service at this flagship store,” said Paul Froio, Reebok VP of US Retail. “It’s a full brand experience.”