Reebok 's parent company, Adidas Group has stated after two years of the alleged fraud carried out by biggies at Reebok India office, it has been able to turn around the India business. Despite completely shifting focus away from cricket-related marketing, Reebok India has managed to turn profitable by shrinking store count to a third and raising its merchandise cost by nearly 25 percent.
With the new strategic plan, Reebok is being repositioned as a fitness label targeting upwardly customers while changing its earlier mass market brand image. With increased awareness about fitness in India, the company is focused on opening 'fit-hub' concept stores, joining the 360 stores already opened last year, including 100 Fit Hub stores that sell premium products and provide fitness consultation to customers. The company plans to double store count to 600 in another 3 years.