Located in the eclectic DiverCity Tokyo Plaza, the ‘Reebok Classic Store’ is designed in line the brand’s Reebok Classic shoe styles. This includes sneakers and apparel inspired by ‘Fitness of the 80s’ and ‘Sports of the 90s’, the backbone of Reebok Classics.
The new store opening was marked on February 3 with special edition release of Reebok’s ‘Instapump Fury’ sneaker, launching 30 commemorative shoe models, as well as a celebratory t-shirt that reads ‘Classic Store Tokyo’.
Other features of the store include the YourReebok customisation service, which is also available online.
Reebok already has a Reebok Classic store in Harajuku.
Adidas, owner of Reebok, pledged to resuscitate its Reebok brand in November last year, despite reporting third quarter net profits increased to 386 million euros from 311 million euros in the same quarter last year.
Adidas CEO Kasper Rorsted said in a statement that the athletic apparel retailer expected earnings and revenue growth in 2017 to be flat with this year’s “truly exceptional results” and that next year, profitability would be its focus.
Rorsted also warned of Reebok store closures across the U.S., however, did not refer to the Asian market or if the firm’s new retail strategy would affect markets like China and Japan. This latest store Reebok Classic opening portrays Asia, and namely Japan, as an important market for Reebok and Adidas as a group.