Repositioning itself as a holistically minded sports brand, Reebok has opened a tiered-access Paris brand space designed to serve as a culturally astute temple to active lifestyles. Dubbed La.Salle.De.Sport (‘gym room’) the 1,700 sq m destination combines a gym, shop, event hub and culture/relaxation area.

Absorb the Culture: Tailored to its locale – Pinacothèque, a former art history museum in one of Paris’s liveliest shopping and dining areas – it’s also conceived to link sporting performance with Parisian art and culture. The hub will host product launches and trials, photoshoots and art installations, while the Social Club area invites visitors to relax, socialise, and meet Reebok's brand ambassadors. 

For more on the value of localisation, see New Glocalisation Strategies and Retail’s Activist Brands.

Workout & Spend: The 250 sq m retail area is dedicated to high-impact fitness and features 500+ products. Meanwhile, the gym hosts small classes of up to 15 people, including Ashtanga yoga, barre and Thai boxing, plus workshops and personal training in CrossFit, boxing, cycling and yoga/Pilates. There are also masterclasses for specific goals such as Iron Man contests or marathons. Sessions are headed up by 40 instructors, while workouts are accompanied by DJ sets.

Tiered Access: Echoing the tiered structure of Adidas Berlin, visitors must purchase a 10-entry pass (€290/£259) or commit to either a sport-specific membership (€150/£134 per month) or access-all-areas annual membership (€165/£147 per month). For more, see Membership & Tiered Retailing.

See also Neutral Works: 360° Wellbeing Store, Tokyo, Sports Retail Reinvented and The Supportive Sell.