Reebok strengthens East India dominance with new Bihar store launch
https://www.dfupublications.com/index.php/component/search/?searchword=Reebok&ordering=newest&searchphrase=all&limit=2016 February 2026, Mumbai
Reebok has further solidified its retail dominance in Eastern India with the inauguration of its latest Reebok Pro store in Muzaffarpur. This launch marks the brand’s sixth strategic touchpoint in Bihar, signaling a decisive move to capture high-growth consumption hubs outside traditional metro circuits. The expansion comes at a time when India’s sportswear market is projected to reach $4.08 billion by late 2026, fueled largely by an 11% surge in housing and infrastructure development in Tier-II cities.
Regional consumption and high-performance retail
The Muzaffarpur outlet introduces an elevated ‘Sports is Everything’ store identity, integrating a consumer journey designed specifically for performance athletes and the growing tribe of ‘everyday movers.’ Industry data suggests that Tier-II and Tier-III markets now contribute nearly 35 per cent of total urban consumption in the athleisure segment, yet remain significantly under-penetrated by global players. By deploying the ‘Pro’ format, Reebok is positioning itself to meet the demand for technical gear - such as Floatride and Nano footwear - that was previously primarily available through e-commerce channels.
Strategic market positioning and growth drivers
This regional push aligns with Aditya Birla Fashion and Retail (ABFRL) roadmap to triple its brand revenues over the next five years. The Bihar market is scaling its fitness quotient rapidly," notes a commercial analyst covering the sector. Opening physical hubs in cities like Muzaffarpur mitigates delivery friction and caters to consumers who prioritize the 'touch-and-feel' of high-performance apparel. Despite the logistical challenges of state-wide distribution, the opportunity is vast: the Indian activewear market is currently clocking a 12.2 per cent CAGR, nearly double the global average.
As a key pillar of Aditya Birla Fashion and Retail(ABFRL), Reebok India focuses on high-performance footwear and premium athleisure. Following its acquisition of licensing rights, ABFRL has steered the brand toward a ‘digital-first, retail-heavy’ model. With a target to become net debt-free within three years, the group is investing heavily in Tier-II clusters across North and East India, leveraging a legacy of innovation dating back to its 1958 founding to capture the modern Gen-Z fitness demographic.
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