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Portfolio: Reebok FitHub, Union Square

New York's newest Reebok store makes its home in the Lincoln Building

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Union Square has become a New York City hub. Located at the confluence of Park Avenue, Broadway and 14th Street, the square is a magnet for tourists, professionals, Eastsiders, Westsiders, uptowners and downtowners. It’s also become a hub for fitness enthusiasts with the Union Square Greenmarket, Whole Foods, SoulCycle and the Elizabeth Arden Red Door Spa surrounding the square. This was the perfect location for Reebok to recently open its third FitHub in New York.

The site of the 4800-square-foot shop, with a 6800-square-foot underground gym, is the landmark Romanesque Revival Lincoln Building. Standing majestically on the corner of Fifth Avenue and 14th Street, the 1890 building features a limestone, granite and brick façade with terracotta detail.   

From the moment customers enter the space, they’re welcomed into a rugged but refined cross-training environment. Complete with rings, kettle balls, cargo nets, climbing ropes, and steel and wooden fixtures evocative of gym equipment, the shop showcases training, dance, running, cycling, walking and yoga footwear, apparel and accessories.

A grouping of action mannequins on plywood platforms greet fitness devotees at the front door, as a series of four-way racks, gondolas and environmental action graphics define each merchandise category. Community conscious, the shop features an “events and fitness” board, collateral from local businesses and healthy lifestyle promoting partners.

An in-store highlight is a customization station positioned near the entrance. Here, customers can personalize any apparel item bought in the store with one of many silk screen designs, free of charge. Located in the corner window, the customization area is compelling street theater, capturing the attention of passersby and enticing them to enter.

Complete with a community lounge and a fun, vibrant environment, the new Reebok FitHub is up and running on Union Square.

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