SBD/Issue 222/Facilities & Venues

Reebok Today Opening Second U.S. Store At Patriot Place

Reebok Today Opening Store At Patriot Place
Reebok today is opening a 5,200-square-foot store at Patriot Place, adjacent to Gillette Stadium, featuring the company's "largest assortment of merchandise in its latest attempt to position Reebok as a premium brand for sporting goods," according to Jenn Abelson of the BOSTON GLOBE. The shop, Reebok's second full-priced store in the U.S., will include "more than 500 hats, 300 sneakers, and a wide selection of women's fitness gear, sporting equipment, licensed jerseys, and team collectibles." Reebok is one of "dozens of retailers and restaurants opening shops in the massive complex" being built by Patriots Owners the Kraft family. Abelson notes the retail outlet is an "opportunity for the brand to showcase its expansive collection of merchandise and tap into the big business of New England's die-hard sports fans." On game days, the store's "four flat-screen televisions will feature the Patriots, along with other sports content and advertising." Reebok Head of Global Retail Anderson McNeill: "On game days, this center is going to be wild." The shop will include "hard-to-find items, including limited edition sneakers," and the company "imported sleek fixtures and lights from China so the store would look like other branded shops worldwide" (BOSTON GLOBE, 8/7).

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