Leading retailer rides the athleisure wave

Deacons Kenya Limited has added a new sports brand to its portfolio that will cater to the growing demand for athleisure wear.

The Reebok store, at The Hub in Karen, Nairobi is dual branded with Adidas, which owns the Reebok brand. Both are leading and pioneering worldwide designers of fitness and lifestyle footwear, apparel and equipment.

The latest addition by Deacons that owns and manages a chain of fashion retail stores will cater to the fit lifestyles that are all the rage globally with the attendant fashion that is appropriate for either athletic or leisure pursuits, or both. These include fancy leggings, sports bras, footwear as well as sweats and light layering pieces for men, women, and children.

Leggings, sports bras, footwear as well as sweats and light layering pieces for men, women, and children at the Reebok store, at The Hub in Karen, Nairobi. PHOTO | COURTESY


Most of the offerings feature bright accents and pops of colour against dark backgrounds for the chic looking to make a stylish statement about their active and healthy lifestyles. The garments are made from soft, silky and stretchy fabrics that are engineered to wick away sweat from the skin well enough to take one from a the gym and be appropriate for a supermarket run.

Deacons Chief Executive Officer, Mr Muchiri Wahome said that the introduction of Reebok brand in Kenya is to cater for the growing market for sports gear and is also aligned with the retailer’s strategy of adding variety at its stores.

“Reebok is a world renowned brand in the sporting apparel, footwear, training gear and accessories that offers our customers a new experience. The Reebok store will also add freshness to our stores and brand diversification, a key focus for Deacons,” said Mr Wahome.