December 10, 2007 17:00 ET

Reebok Inaugurates its New Concept Store in Downtown Montreal, A First in Canada

The new store will feature exclusive Reebok collections for consumers and sports enthusiasts of all stripes

MONTREAL, QUEBEC--(Marketwire - Dec. 10, 2007) - Reebok inaugurates its first concept store in Canada tonight. Located at 1480 Ste.Catherine St. West, the Reebok Montreal concept store will feature high-end lifestyle and performance products as well as exclusive collections to further promote the brand among consumers. Attended by players of the Montreal Canadiens and Alouettes, as well as other personalities from the cultural and sports scene, the launch is the opportunity for Reebok to celebrate its athletes and ambassadors, and present the brand's new collections.

The new store, which opens to the general public tomorrow, includes a mezzanine themed lounge for visitors. This section will be used to showcase unique collections and hold special events. Strategically located in downtown Montreal facing Concordia University, the Reebok Montreal concept store will carry athletic and lifestyle apparel, footwear and accessories, performance-enhancing technology products, as well as licensed sports products. Reebok is the exclusive supplier of authentic and replica jerseys for the NHL, CFL, and NFL. The Company endorses renowned global athletes in all sports disciplines, including Thierry Henry, Amelie Mauresmo, Nicole Vaidisova, Carolina Kluft, Allen Iverson, Yao Ming, Peyton Manning, Anthony Calvillo, Sidney Crosby and Cristobal Huet. Reebok has also developed partnerships with other celebrities such as Scarlett Johansson, Pharrell, Stevie Williams, Jay-Z, Daddy Yankee and Rolland Berry.

"We are proud to be opening a Reebok concept store here in Montreal-a legendary hub of fashion, hockey and football, as well as university and amateur sports," declared Len Rhodes, General Manager of Reebok Canada. "The concept store will allow us to gain consumer insights and test new product concepts that we can roll out to our other retail clients across Canada." The site was also selected because the headquarters of Reebok Canada are located in the borough of Saint-Laurent in Montreal."

The Reebok Montreal concept store is a unique showcase, a single destination where customers can discover or rediscover one of the world's most respected athletic brands, along with all the apparel, footwear, and accessories that have made it famous, including classics bring-backs and fashion designs for active people looking for the latest trends, technological innovations, and high-performance products.

Highlights of the Reebok Montreal concept store:

- An original new approach combining sports and lifestyle

- A modular sports performance-based system

- New shapes and angles to evoke movement, confidence, and innovation

- An organic footwear wall with metallic accents for a higher tech look

- A clean, elegant apparel merchandising system

- A special floor fixture to highlight the form and fit of women's fitness apparel

- Surfaces made up of gloss whites, frosted acrylics, and brushed metals

- A 7' wide video screen above the cash desk, featuring imagery, customer information, and video content

- Collection graphics above product displays

- Mezzanine-level lounge with sofa, lounge chairs, low table, and video display where customers can take a break, read magazines, or attend special events

Visitors to the Reebok Montreal concept store can check out the very latest in Reebok fashion and performance trends, including an exclusive line from Spain that simply isn't available anywhere else in Canada. Other feature collections in store include:

- Rbk SC87, a footwear and apparel line inspired by NHL star Sidney Crosby

- Scarlett "Hearts" Rbk, a fashion-forward, athletic-inspired footwear and apparel signature collection co-created with leading actress Scarlett Johansson

- DGK by Rbk, a line of skateboarding apparel and footwear that reflects the style of the godfather of street skate- Stevie Williams

- Reebok Ice Cream, a collection of casual fashion skate shoes for men designed with platinum recording artist and producer, Pharrell Williams

- Reebok Freestyle, a collection of limited edition footwear celebrating the 25th anniversary of one of the most iconic women's shoes

- Reebok Royal Flush, a limited edition collection featuring five classic Reebok models, a different shoe to correlate with each card in the royal flush sequence

- Reebok Zan Chi, a collection of yoga apparel with innovations like bamboo and aromatherapy built into the fabric for more comfort and breathability

- Rbk Premier Running, a high-performance line, custom made for serious runners

- The new Rbk EDGE Uniform System worn by all 30 NHL teams, with matching footwear in team colors

- The Rbk Zone women's running shoe with the symbolic Pink Ribbon to support the fight against breast cancer

The Reebok Montreal concept store will also be one of the vehicles in Canada to showcase Reebok's "Your Move" campaign. Beginning in 2008, the brand is moving forward with a strategy that will be executed against the Running and Women's consumer segments. "Your Move" focuses on individuality and consumer empowerment. The campaign always pits the two options of a personal choice against each other. One part of the campaign will star actress Scarlett Johansson asking: "Grand entrance or great escape. Your Move."

Reebok International Ltd., headquartered in Canton, Massachusetts, is a leading worldwide designer, marketer and distributor of sports, fitness and casual footwear, apparel and equipment. A subsidiary of the adidas Group, the company operates under the multiple divisions of the Reebok brand, Reebok-CCM Hockey and the Sports Licensed Division. For more information, visit Reebok at

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