Toast Events unveil Reebok's newest 'Fit-Hub' Store in Delhi
by Isha Gakhar Marketing | November 16, 2015 | News
Reebok Toast Events
Reebok India has announced the launch of its latest ‘Fit-Hub’ concept store in Delhi, at GK1, M Block Market. The store was inaugurated on Nov. 4, by Reebok Brand ambassador - Nargis Fakhri, along with Dave Thomas, Managing Director, Reebok & Adidas India.
Commenting on the store opening, Dave Thomas, said, “Reebok partnered with Nargis on this fitness journey 3 years back and it has been overwhelming to mark yet another milestone with her for the brand, as we launch our latest Fit-Hub.”
Toast Events was chosen via a multi-agency pitch to execute the launch of the brand’s 146th store in the country. Integrating the brand experience, Nargis arrived at the store, accompanied by an army of combat trainers through the streets of the market. A huge branding panel was created for the façade of the store, also forming the backdrop to the performance by the combat trainers. High-energy music integrated with the performance, built excitement amongst the invitees, as it also attracted attention from the crowds in the vicinity, creating hype for the launch.
The media and crowd was taken by a surprise when Nargis, after a short stint of combat training, went closer to the backdrop and kicked it with full energy to unveil the store. Later, the media was invited inside the store for a press meet. A selection of Reebok patrons too were called for an exclusive opportunity to meet Nargis inside the store.
On her journey with the brand, Nargis, shared, “My association with Reebok goes back 3 years now, and I look forward to each campaign and activity with as much vigour as I did when I just came on-board. I believe that fitness is something that should come as second-nature to everyone, because it not only makes you look good, but also makes you feel good mentally.”
Adding on the execution challenges, Prateek Nagpal - Lead Client Servicing- Toast Events, said, “We have had a long association with Reebok. They present us with a new challenge each time and challenges always make us happy. The event required quick turn around since the store is located in a high traffic location and required to have the street blocked for about 40 minutes. This 40-minute window is what we had to set it up, conduct dry run, performance by the Trainers along with Nargis and dismantle the entire set up. With a great concept and meticulous planning, the event went off very well.”
Integrating the brand experience, Reebok's ambassdor Nargis Fakri arrived at the store, accompanied by an army of combat trainers through the streets of GK market.