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Reebok's Moving Into Boston Is All About Relevance, Profit

Image: Reebok's Moving Into Boston Is All About Relevance, Profit

A general view of the atmosphere during the Reebok Classic celebrity gifting lounge at Means Street Studios on August 25, 2016, in Atlanta, Georgia. (Marcus Ingram/Getty Images for Reebok)

By    |   Friday, 04 Nov 2016 07:49 AM

Reebok will become the latest high-profile shoe company to move its headquarters to Boston as owner Adidas attempts to make the brand more profitable.

The restructuring plans will include transferring 700 employees from the current offices in Canton, Massachusetts, as well as letting go or transferring out of state another 300 Canton employees.

Reebok President Matt O’Toole told the Boston Globe the plan is to move into an existing office building rather than have one newly constructed.

O’Toole stated the move is one of restructuring to get rid of excess weight Reebok has carried, and also a move to appeal to its millennial work force’s desire to live and work in a vibrant urban area. Many Reebok employees in Canton already live in Boston, O’Toole told the Globe.

“We see a real opportunity to serve our workforce better by being in a setting that’s more accessible to public transportation, that’s more accessible to many of the positive things that are happening in Boston right now,” O’Toole said.

Converse and New Balance are two other shoe companies that have recently moved their headquarters to Boston as well, the Globe reported.

Part of the restructuring will mean the closing of several Reebok stores and consolidating operations to make a leaner operating structure.

But Reebok is on the clock for making things work.

"We’re not going to have eternal patience for seeing results," Rorsted said, the Boston Globe reported.

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Reebok will become the latest high-profile shoe company to move its headquarters to Boston as owner Adidas attempts to make the brand more profitable.
reebok, moving, boston
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2016-49-04
Friday, 04 Nov 2016 07:49 AM
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