When Reebok opened its first FitHub location in 2012, the athletic brand wanted to present a physical manifestation of its fitness ideals. Six other FitHubs have since opened along the East Coast between Washington, D.C. and Boston, the most recent one opening in New York’s Union Square last month. The concept is simple: Create a one-stop shop for all things fitness, from yoga shoes to CrossFit headbands. “It allows us to represent the brand’s entire collection from head to toe,” says Paul Froio, vice president of FitHubs and concept stores.
Decor and gym items like rope, rungs and pull-up bars give the store an industrial feel, and customers can access a 6,000-square-foot gym set in the location’s basement. Apparel is divided into sections based on activity, and while corresponding footwear is scattered throughout, the bulk of the shoe selection can be found in the back of the store, where styles can be set in cubbies lining the walls. “It represents our higher-end tech footwear,” Froio notes about the selection, which spans running and training for men to women’s running, training and studio for classes like yoga, Zumba and dance.