In the bustling district of Jung-gu, South Korea, the Reebok flagship store designed by NiiiZ Design Lab stands as a testament to the evolving landscape of sportswear retail. This 310 m² retail space, inaugurated in 2023, signifies Reebok’s departure from conventional functionality towards a fusion of daily fashion and cutting-edge technology.

Riding the Sportswear Wave

Sportswear has seen an unprecedented surge in popularity, transcending its athletic origins to become a staple in daily fashion. From tennis to golf, and the rise of functional wear like gorp-core-look, sportswear has seamlessly integrated into everyday wardrobes. Reebok, an established sportswear brand, has been quick to adapt, embracing collaborations with luxury and overseas brands while garnering public attention for its classic line and Maison Margiela sneaker collaboration.

A Paradigm Shift: “Superhero Re-landing”

The interior concept of the new Reebok flagship store introduces a groundbreaking theme – “Superhero Re-landing.” This bold design paradigm becomes evident from the store’s entrance, where an emblem symbolizing a hero figure breaking through the ceiling captures attention. This emblem serves as a powerful visual representation of Reebok’s shift in brand identity, signaling a departure from conventional sportswear retail.

Curiosity-Driven Design

Strategically positioned diagonally in front of the store, the emblem not only engages the viewer but also utilizes the bustling crowd of Dongseong-ro to pique curiosity. Beyond the emblem, the store’s interior is divided into two distinct sections: the main signature sneakers zone and the apparel zone. The sneaker zone features a unique floor of glass and lighting, showcasing the rising classic line and the functional line separately.

Street-Inspired Aesthetics

The walls dedicated to the clothing and accessories zone intentionally incorporate broken concrete walls with exposed metallic finishes. This deliberate design choice communicates a street-inspired vibe, aligning with Reebok’s high-tech identity. The concept visually portrays a superhero tearing through their daily attire to reveal the original costume, emphasizing Reebok’s contemporary identity with visible metallic elements amidst the cracked concrete.

Beyond Conventional Boundaries

Reebok Dongseong-ro Flagship Store goes beyond the conventional expectations of a sports brand space. It boldly embraces change, reflecting the brand’s commitment to staying relevant in a dynamic market. In an industry saturated with sports brands, Reebok distinguishes itself by actively showcasing its unique qualities, positioning itself as a functional sports brand while venturing into new territories of fashion and technology.