Reebok reboots; more lifestyle, but no less sports wear

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Mumbai, Jan 9: The year 2008 seems to be one of change for Reebok as this premium sportswear goliath plans to focus on two areas – lifestyle wear and kids products. “Sport and lifestyle are coming together – the lines are blurring,” said Subhinder Singh Prem, managing director, Reebok India. What was being worn for sports is being worn for lifestyle today, he said, adding, “We have a big presence in the fashion and film industries. These markets are growing and segmenting, giving us an opportunity to open up many more lifestyle stores.” It’s not that Reebok wants to move away from sports. “We are still a very dominant sports brand in India. We will stick to that core proposition and the DNA of the brand. But lifestyle is also another focus that we are bringing in,” said Prem.

The kids segment will be another area of focus for Reebok in 2008 and the company wants to expand its product portfolio for kids. “I see kids segment as a huge opportunity in a market like India, especially because kids are wearing sports wear all the time - apparels, shoes and sports shoes. And so it is an ideal segment for us. This year, we are planning to make the kids segment a larger chunk of our business,” said Prem.