Reebok sizes up interiors revamp

Reebok Europe has appointed Marketplace to create a fresh interior look for its chain of stand-alone stores in a bid to promote the brand’s heritage and diversity.

The appointment follows a three-way creative pitch in July, managed by Tony Read Consulting, which also included Design Day and RMD, which currently designs Reebok’s point-of-sale marketing material. Reebok’s incumbent interiors consultancy, which the company would not name, was not invited to pitch.

Details have yet to be finalised, but Marketplace’s creative director Ria Dakin-Potts says the phased revamp aims to visually communicate Reebok’s 100-year history in-store while highlighting the brand’s strengths.

‘Stores will be much more visual, but will evolve elements from the current store format,’ says Dakin-Potts. ‘The brief is to clarify what and who is Reebok. This will be achieved by enhancing differentiation between products and explaining the brand’s technological and innovative elements.’

The updated concept launches at Reebok’s new Paris store, which opens in April 2003, before rolling out to the chain’s other European branches, including the UK. A decision on whether to overhaul the sport retailer’s various concession outlets has not been reached.

‘Reebok has a strong structural merchandising system, but recognises the need to build engagement and innovation through the new initiative,’ says a Reebok spokesman.