when it came to America during the Jazzercise craze

Reebok Nike Air Max 98 Womens recently moved into a brand-new headquarters in Boston, where it is plotting a return to glory.The brand is a subsidiary of Adidas, but it hasn't seen the strong growth its parent company has.Reebok has a plan to aggressively go after female consumers, a demographic that its competitors have struggled Nike Air Max Thea Womens to reach.BOSTON — Reebok's new headquarters stands across the street from a working dry dock where boats come in for extensive repairs.In some ways, this new address — 25 Drydock Ave., a 220,000-square-foot space in a former shipyard that's undergoing Nike Air Max 2017 Womens rapid redevelopment — is the perfect place to rehabilitate Nike Air Max 95 Femme the storied brand."In a lot of ways, it's the symbolic shift for us," Reebok president Matt O'Toole told Business Insider during a recent visit. "Obviously, physically it's a change, but culturally as well."The company, a subsidary of Adidas since 2005, recently finished its move from lush green surroundings in Canton, a suburb of Boston, where its campus was surrounded by sports fields and landscaping. The environment was beautiful, but it had its downsides."We had this amazing campus, but we were cloistered in our own little Nike Air Vapormax Womens gated community," O'Toole said.Contrast that with the new location, smack-dab in the middle of rapidly redeveloping South Boston. It's grittier.

The new Boston location has views of Logan International Airport, across Boston Harbor and the dry dock.Nike Free Run 2.0 Femme Workers can get lunch from restaurants built out of Nike Air Presto Womens repurposed shipping containers."The biggest change is the gates are gone and we're in the city," O'Toole said. "The inspiration is different."The company's 750 workers are encouraged to take mass transit to work, as the Silver Line bus stops right outside the entrance. There's also a shuttle for commuters coming from Boston's South Station."We're city mice instead of country mice," John Lynch, head of US marketing, said.Reebok's attention to detail is immediately apparenOn the ground floor, next to the elevator, is a large store Nike Air Max Classic BW Femme featuring the full line of Reebok products. On the other side is a two-floor, CrossFit-certified gym where both employees and other members can work out. The gym includes a full-size boxing ring.The elevator is large, like a freight elevator. One side of the compartment shows documents and historical Adidas NMD Donne photographs from the company's over 150 history, including its start in the UK. The other shows an athletic-looking woman hanging upside down from scaffolding, apparently in an urban location.More than anything, this seems to represent Reebok's Adidas Stan Smith Donne vision for itself.

In 2012, the company pivoted to create strictly fitness apparel, moving away completely from team sports. In 2012, it debuted a new logo: a red delta, meant to symbolize the trinity of physical, mental, and social development that Reebok says occurs with a fitness-oriented www.thomaspolly.fr/ lifestyle."Everything is coming together at one time to create a big opportunity in the US market for us," O'Toole said.In some ways, this was Reebok getting back to its roots. The company that would become Reebok, J.W. Foster, was started in 1895, but the brand name has only been around since 1958. It hit its stride in the 1980s, when it came to America during the Jazzercise craze. At the time, Reebok was focused on fitness.It later signed a deal to be the exclusive seller of authorized apparel with the NFL — a first in the sports world — Nike Air Max 1 Femmeand then agreed to a number of licensing deals across sports."Reebok in the '80s was the brand that said, 'Hey, it's OK to work out, to sweat, have muscles,' when that was a new thing," O'Toole said. "Now our job is to make sure that affirmation and that encouragement is still there."