With the „Reebok Experience“, Reebok and Karstadt Sports prove how to do modern area activation without a pop-up store: with authentic micro adventures. The focus is on the athletic challenge, not on the product.
Workout areas have been implemented into the shop-in-shop, where live training sessions with CrossFit partner trainers offer real experiences on-site. Sports equipment such as a CrossFitRig create a space beyond the expected department store ambience and make for a positive moment of surprise for the consumer. Thus, the self-concept of Reebok as the best fitness lifestyle brand is perfectly being conveyed.
The successful activation turns into a win-win situation for all parties involved: Karstadt Sports, Reebok and the consumer.
The accompanying Reebok campaign offers among others a timetable and a registration tool for all workouts on a specially launched website.