Reebok presents new Parisian sport and retail hub La.Salle.De.Sport
today Jul 11, 2017
Reebok is broadening its imprint on Paris' sport and fitness market. The Adidas group brand operated until now a Fithub and a store in the Opéra district, and at the end of July it is set to open its new La.Salle.De.Sport venue at the Madeleine, a 1,700 m2 hybrid location combining a gym, a store and a relaxation area.
La.Salle.De.Sport, which can be loosely translated as 'gym room', is a unique concept in Europe, and was created in partnership with Reebok by Christine Pourcelot (ex Du Pareil au Même), Aymeric Foulon (a former store manager) and Sandrine Retailleau (former Director of Reebok France). "Besides physical activity and sport performance, we imagined La.Salle.De.Sport as a lifestyle hub, pioneering ideas, creating connections, open to Paris and the world at large. A place linking sport with fashion, art and culture, promoting self-fulfilment by means of engagement, discovery and sharing," said Sandrine Retailleau.
La.Salle.De.Sport is located at 28 place de la Madeleine, on the former premises of the Pinacothèque de Paris art history museum, now a centre for classes, workshops and personal training in CrossFit, boxing, cycling and yoga/pilates. It is through these disciplines that Reebok has reshaped its brand image in the last few years: "We are about to open more than a Reebok flagship store. This unique venue, by combine sporting activity and equipment, will boost our position in the fitness market, giving a further boost to a segment which has become as popular as running, with 12 million practitioners," said Cécile Montmasson, Marketing Director of Reebok France. It will also be an event venue, hosting new product launches, photoshoots, product tests and meetings with Reebok's brand ambassadors, such as French journalist and model Laury Thilleman.
The 250 m2 retail area will be entirely dedicated to sport and fitness, with a showcase for Reebok classic sneakers collection, and will sit next to the Social Club, the relaxation and meeting area, which also serves as conference venue. Social media will play a big part in La.Salle.De.Sport's promotion, thanks to the creation of a team of influencers who will become 'founding members' of the new venue.
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