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The deal will see the introduction of Reebok staff and branded concession areas in selected Top Shop stores nationwide.

R'n'B star Jamelia, who Reebok signed up last year to front its European advertising (Marketing, 17 November), will promote the concessions in a poster and point-of-sale campaign.

Sportswear tends to be updated quarterly, but Reebok will refresh the product range in Top Shop monthly to match the fashion market.

The initiative, Reebok's first extension into high-street fashion stores, comes after a strategic review of the women's sportswear market showed that three of the top five sales outlets - Marks & Spencer, Matalan and Next - were high-street chains.

The two sports specialists in the top five were JJB, which was the biggest sales outlet, and JD Sports.

Further research by TNS Sportswear Track showed that while there was an 8% decline in sports footwear sales to £455m last year, sales through non-sports retailers rose by £24m.