A new brand made its debut earlier today at Shanghai Fashion Week, but it wasn’t a young ingenue. It was the global sportswear company Reebok.
The Boston-based brand, which is a division of Adidas AG, kicked off the fashion shows with a special presentation at Taipinghu Xintiandi featuring its upcoming fall ’19 collection, plus a see-now-buy-now segment with styles from its current spring lineup. The event included special appearances by brand ambassador and rapper Future, as well as Chinese superstar William Chan.
Future at the Reebok show at Shanghai Fashion Week.
CREDIT: Courtesy of Reebok
Reebok president Matt O’Toole told FN that the SFW event is part of the brand’s larger focus on the Asian market. “For some time, we’ve been investing in China and recognizing, as most brands have, that there is tremendous potential there,” he said.
Indeed, in 2018, Reebok saw its largest revenue gains in Asia-Pacific, with a 3 percent increase in net sales on a currency-neutral basis, to total 336 million euros (or roughly $377.9 million at current exchange). The market is its third largest, behind Europe and North America.
To help solidify its place among the Chinese consumer, Reebok opened a Creation Center in Shanghai last year, which O’Toole said is