Reebok extends Gulf distribution deal
25/05/2010
Roland Auschel, chief sales officer adidas Group, who signed the contract during a visit to the UAE, said: ‘The team of RBK Middle East and the Reebok brand have proven to be a natural fit over the last decade. The combination of RBK Middle East’s local network, strong distribution and retail skills together with the compelling and innovative Reebok product pipeline holds a lot of potential for future growth.”
RBK Middle East operates 14 Reebok own-branded stores in the region and plans to take this number to 40 by the end of 2014.
After signing the contract extension, Reebok launched two special collections: the Armani EA7 collection and an extension line to the toning category.
“Consumers in the Gulf Region are very brand conscious. This collaboration offers a new perspective for the design and fashion-minded, active consumer. The global style credentials of the Emporio Armani EA7 brand, combined with Reebok’s fitness and training heritage, and focus going forward, fit together perfectly to provide a compelling new offering in the sports-style marketplace,” said Osman Ayaz, managing director, adidas group emerging markets.
The new autumn-winter toning collection adds EasyTones for men (previously only available for women), RunTones for running and TrainTone for training for both men and women.
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