To strengthen their identity as the premier fitness brand, Reebok made a transformative decision to relocate from a sprawling campus outside of Boston to an urban headquarters in Boston’s Seaport District. The 5-story, 220,000-square-foot building is designed to attract top-tier talent, energize its innovation and maker culture, and amplify its global brand visibility with an integrated community focus. Reebok’s new headquarters stretches five full bays and accommodates 750 people in an activity-based workplace. The contiguous space provides better opportunities for seamless collaboration, and the gritty, authentic environment aligns with the company’s image and values. The building’s industrial bones have become a canvas for showcasing product and people, providing a stage from which Reebok can live and promote their brand.