Reebok has expanded its physical store fleet in Mexico with the opening of its first freestanding full-line store at Mexico City’s Fórum Buenavista mall, according to an email from brand owner Authentic Brands Group.
The brand already runs an outlet store in the city, at Simon Property Group’s Punta Norte shopping center. Another outlet store is coming soon to the Plaza Central center, also in Mexico City, according to Reebok Mexico’s website.
Reebok Mexico celebrated the grand opening of its Mexico City headquarters six months ago, according to ABG’s LinkedIn page. Reebok Mexico, Reebok and ABG didn’t immediately respond to requests for more information regarding the brand’s retail store strategy or overall goals in Mexico and Latin America more widely.
Brand management firm ABG bought the brand for $2.5 billion two years ago from Adidas, which had acquired it in 2006 for $3.8 billion. Reebok laid off about 150 employees, mostly at its Boston headquarters, just ahead of the ABG takeover.
The brand reigned supreme in the 1980s, overtaking Nike, and is now in the midst of a comeback attempt from within the ABG portfolio.
