Sportsbrand Reebok has gone into partnership with Topshop and will launch collections in its London stores, in addition to the high street's chains in Manchester and Belfast. This will be the first time the company has focused on fashion retailing within this sector.

Many women find sportswear shops boring and unappealing and Topshop offers the perfect environment to enhance sales in this new channel of retailing. The new collections will be promoted by Jamelia, which will include a NFL American football range.