Reebok has moved into a brand-new 220,000-square-foot headquarters in downtown Boston, as part of the brand's current transition. "In a lot of ways, it's the symbolic shift for us. Obviously, physically it's a change, but culturally (as well). The inspiration is different," Reebok President Matt O'Toole told "Business Insider". The new campus houses a Reebok store and a two-floor CrossFit certified gym with boxing ring. "We are focused on our mission to be the best fitness brand," O'Toole explains, and the company wants to target female consumers in particular, which it sees as a huge opportunity. "Our driving initiative is women first", he adds.