John Abraham is New Brand Ambassador of Reebok India

Reebok India has signed Bollywood actor John Abraham as its new brand ambassador as the sportswear brand looks to revive its operations in the country after shutting down hundreds of outlets last year following a financial scandal.

The association is part of German parent Adidas' efforts to reposition Reebok as a premium fitness brand in India.

Reebok will launch a campaign with the actor across media platforms (print, outdoor, television) for their running and training gear during the upcoming festive season, Adidas Group India said in a media release.

The company last month announced plans to open 100 premium stores called Reebok Fit Hubs by March next year to sell premium products such as shoes priced at 12,000, and provide fitness consultation to customers.

Last year, a 870-crore accounting scam was uncovered in Reebok India and parent Adidas AG fired then managing director Subhinder Singh Prem and chief operating officer Vishnu Bhagat after accusing them of siphoning off merchandise by creating secret warehouses. After this, the company shut down several of its stores. Later it adopted a new business model in the country and announced the opening of Fit Hubs.

Besides John Abraham, Reebok also has several other brand ambassadors including cricketers Mahendra Singh Dhoni and Gautam Gambhir who inaugurated first two Fit Hub stores.

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