As part of their attempt to launch themselves back out of their longtime fashion irrelevance, Reebok has opened a temporary 'pop-up store' in Manhattan named "Flash" -- how appropriate. The insta-store, only open for one month, is located at 169 Bowery and will be Reebok's outlet for top secret, limited edition styles that not even the savviest of sneaker insider has ever laid eyes on. Is Reebok actually onto something here?

We'll give Reebok this much, if they're trying to reinvent themselves as a flashy trendster brand -- like Puma or something -- the temporary store is definitely an appropriate vehicle. It's going to take something drastic to make Reebok look sexy.

A store with a ticking clock and limited edition apparel seems like a pretty good way to make the brand seem more kitschy and designer friendly, rather than the dull mass-consumption model that Reebok's been relying on for the last decade. Each week, a new set of limited edition styles will go on sale, with a shelf life of one week only -- i.e. they're going to showcase 4 styles.

It does seem kinda wasteful to go through the effort of moving into a bricks and mortar store, just to move out in a month. The store is open Tuesday - Sunday and closes on December 15th, so don't procrastinate too long.

[via Fashionista]