In the Armani Hotel at the Burj Khalifah Dubai Tower, Reebok and distributor RBK Middle East have announced the extension of their partnership. RBK Middle East will continue as the exclusive distributor for Reebok products in the Gulf region (GCC) until the end of 2014.
Roland Auschel, Chief Sales Officer adidas Group, on visit to the United Arab Emirates to sign the contract, said: вЂThe team of RBK Middle East and the Reebok brand have proven to be a natural fit over the last decade. The combination of RBK Middle East’s local network, strong distribution and retail skills together with the compelling and innovative Reebok product pipeline holds a lot of potential for future growth.”
David Reilly, CEO, RBK Middle East said at the signing ceremony: “We have a large Reebok distribution business in form of presence in multi-brand stores and Reebok mono-branded stores in GCC. RBK Middle East operates 14 Reebok mono-branded stores in the region and plans to take this number to 40 by the end of 2014. In partnership with our regional multi-brand retailers we plan to have over 200 retail points.
At the same event, after the signing of the contract extension, Reebok launched two special collections, the Armani EA7 collection and an extension line to the Toning Category.
Combining active style with sport and technology: EA7 and Emporio Armani labels, with their sporty and sexy lines, team up with Reebok’s innovation and technologies, resulting in the ultimate activewear concept. The collection is infused with Reebok’s sporting DNA and its unique fitness and training heritage, within the contemporary vision of one of the world’s leading fashion designers.
“Consumers in the Gulf Region are very brand conscious. This collaboration offers a new perspective for the design and fashion-minded, active consumer. The global style credentials of the Emporio Armani EA7 brand, combined with Reebok’s fitness and training heritage, and focus going forward, fit together perfectly to provide a compelling new offering in the sports-style marketplace,” said Osman Ayaz, Managing Director, adidas Group Emerging Markets.
Reebok is also extending its Toning Category, since EasyToneв„ў, the walking shoe for Women, has taken a leading position in the emerging toning shoe market and has made fitness fun and easy for consumers. The new Autumn/Winter Toning collection adds EasyTones for Men, RunTones for Running and TrainTone for Training for both men and women.
The EA7/Reebok collection will be limited to Emporio Armani boutiques, select Reebok concept stores and preferred retailers worldwide, starting from July 2010. The new Toning Line up will be available across all RBK stores starting July 2010.
Since 1999, RBK Middle East is the sole distributor for the Reebok brand in the GCC. Headquartered in UAE, RBK ME has distribution & sales offices in all the six GCC countries. The company has 14 company- owned outlets in the region and also looks after the distribution of Reebok products to the various multiband stores throughout the GCC.
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