PR News 15

Reebok launched a pop-up store on New York City's Bowery street in a move to boost its street cred. The store will be open November 15 to December 14 and is stocked with lifestyle-based footwear and apparel and limited edition styles inspired by the city. As far as marketing and PR go, this is a wise move especially around the holidays. Christian Stegmaier, said, "Traditional advertising is overcrowded. We have to be where the consumer is [with] word of mouth, PR, and digital." Reebook has been focusing its apparel with women's fitness, basketball, and hip-hop culture. They are now working to bring in sport brand lifestyle and use their sport heritage to be hip on the street. I've never heard of a pop-up store before and it's actually a really good idea, especially in such a big city like New York.