Reebok completes its rebirth with brand new store on Sneaker Street

Reebok's international president and CEO was in town to usher in the sports label's new beginning in Hong Kong.

Eighteen months ago, Paul Harrington's company merged with former German rival Adidas. In the Hong Kong market, they decided to relaunch the Reebok label on its own. The company handover happened ironically on July 1, and Mr Harrington (below) officially opened the first new Reebok store on Friday in Mong Kok's Fa Yuen Street (better known as Sneaker Street).

'Asia is a key market for us,' Mr Harrington said. 'Even though we've merged with Adidas, we'll still maintain two separate brands to consumers, but we'll now be able to take advantage of the synergy in infrastructure, marketing, sourcing, etc.'

The new 1,000 sq ft shop may be modest by the sports giant's standards, but its opening was a big event in Mong Kok. The CEO, who frequently visits Hong Kong, clearly enjoys the street's vibe.

'It reminds me a little of Japan and Soho in Manhattan. It's great for the consumer to have so many options, and part of my job is to go out and see the trends. The worst thing for me to do is sit in an office.' But it was surprising to see the athletic executive wearing a pair of casual leather loafers instead of his label's sneakers. 'I'm wearing Reebok apparel though,' he said sheepishly. 'I went jogging this morning so that's why I had to change.' They couldn't offer him another pair of shoes from out the back?