Reebok is a prominent footwear and apparel brand known for its deep roots in fitness and classic, stylish, functional sportswear. In 2017, the company opened its new global flagship store at the brand's headquarters in South Boston within the Innovation and Design Building. Reebok wanted the store to refocus on its roots and values, bring together both the performance and classics sides of its brand, and create a space for product customization.

Our design team crafted a retail strategy that nods to both Reebok's heritage and its future, drawing inspiration from fitness studios and gyms, as well as a maker's workshop. The resulting aesthetic brings the full breadth of the Reebok brand to life, providing a backdrop for Reebok's fitness lifestyle products. We showcased the performance and classics sides of their brand through a poster series that integrated their core values with photography, and through custom illustrations that rooted Reebok in its new home at Drydock.