By THÉRÈSE MARGOLIS

Reebok’s official slogan once was “life is not a spectator sport,” but when the U.S. fitness footwear and clothing brand launched its new posh headquarters and showroom in the Mexico City’s upscale Colonia Lomas Altas on Thursday, Feb. 2, there is no denying that the company made a “specta-cular” splash with a dazzling evening of star-studded, strobe-lighted celebrity guests and leading Mexican sports luminaries.

More than 400 guests — including the likes of Mexican Olympic medalist diver Rommel Pacheco, world-class gymnasts gymnasts Ana Lago and Patricio Razo, and international volleyball star Daniel Vargas — made their way through the lavish, red-carpet entranceway that curved its way through gigantic serpentine screens projecting oversized images of the brand’s latest designs and pictures of Reebok’s 128-year-old legacy as the international gold standard in quality sportswear.

The attendees were received in a massive circular foyer to the pulsating sounds of Mexican DJ Tat and a lavish cocktail reception before being invited on a guided tour of the extensive new headquarters and showroom inside the Reforma Plus edifice.

Reebok México CEO José Tawil, whose family recently obtained the exclusive rights of the Reebok label in Mexico, gave a short but moving welcome speech, noting that it had always been his dream to represent this extraordinary brand.

“For years, I thought that it was an unreachable dream,” he told his guests. “But now I have finally accomplished that dream, and I am honored to accept the challenge of letting Reebok be Reebok,” paraphrasing the brand’s new slogan, created by the Authentic Brands Group (ABG), which acquired  Reebok in 2022.

Tawil — who was accompanied by Authentic Brands Group CEO Jamie Salter, Sprint executive director Marcelo Claure and Reebok’s Mexico managing director Teo Husemann — went on to note that the Reebok label is now undergoing a global expansion campaign, and ABG expects the brand to hit the ground running to top $5 billion in global retail sales this year.

He also spoke about Reebok’s plans to fortify the classic image that made it the No. 1 sportswear brand in the 1980s, while drawing in new audiences with special sports and music events.

Tawil said that the name Reebok has a long and impressive history of uncompromised quality and comfort, as well as durability and classic designs that never go out of style, which is what consumers today are looking for.

Founded in 1895 in Bolton, England, the international Reebok brand is currently headquartered in Boston, Massachusetts, and is a leading producer of high-end sports and lifestyle footwear, apparel and accessories.

The new Reebok México headquarters and showroom are located inside the Reforma Plus building at Paseo de la Reforma 2620 in Mexico City’s Colonia Lomas Altas.