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. 

In the race to create innovative fabrications, Reebok is right at the forefront. Back in February, the brand launched Flexweave, an ultra-responsive fabric made with an open figure-eight construction—meaning the amount of fiber strands per section can vary, depending on what is needed. Since the launch, the brand has teased the fabric's versatility. And it took its self-imposed challenge to innovate seriously: Reebok launched a full tailored suit made out of the fabric.