PSFK spoke to Reebok and EPAM Continuum about their collaborative, tech-driven and interactive store installation, and the importance of a personal, humanizing approach to finding the right running shoes in a consumer-driven retail landscape

From gamified shopping installations to cutting-edge mobile technology, contemporary athletic brands across the board are trying to upgrade the traditional and relatively untouched in-store sneaker shopping experience. One of the innovators leading the way is Reebok; just this year, the English sportswear company launched a points-based loyalty program that features a more personalized, VIP experience, paving the way for what has ultimately become an industry-wide trend.

More recently, Reebok has focused on innovating the shopper journey within the physical store. The athletic brand has partnered with global innovation design firm EPAM Continuum to debut a prototype immersive experience in its retail flagship in Boston. Featuring advanced interactive technology and relevant programming, the installation guides customers through a series of prompts and ultimately provides a tailored recommendation for a running shoe.

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