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Reebok complements 'JUKARI Fit to Fly' with fitness apparel
Feb '09
In 1989, Reebok revolutionized women's fitness with the creation of Step Reebok. The company revealed its new intentions with the launch of an innovative gym workout - JUKARI Fit to Fly. The workout is the first in a series of initiatives to come out of a new, long-term partnership with globally renowned entertainment company, Cirque du Soleil.

To complement JUKARI Fit to Fly, Reebok has also created two collections of women's fitness apparel and footwear - On the Move and the Reebok-Cirque du Soleil collection. Both consist of product which can be worn for a range of fitness disciplines, from running to yoga, JUKARI Fit to Fly to tennis. All have been developed and designed with a deep understanding and knowledge of the unique way a woman's body moves.

The launch of JUKARI Fit to Fly will be supported by a global integrated marketing campaign throughout 2009. Running online, outdoor, in store and in print in key markets worldwide, the campaign will feature JUKARI Fit to Fly action imagery and Reebok On The Move and Reebok Cirque du Soleil apparel and footwear.

The Reebok-Cirque du Soleil partnership and JUKARI Fit to Fly workout are the direct result of insights into what women really want from exercise. A survey of 15,000 women across 25 countries in 2008 found that while nearly half of all women know that exercise and keeping fit is very important to their overall health, less than 25% participate in fitness often. Specially-commissioned Reebok research looked at why this might be. The findings showed that nearly two thirds (61%) of all women would workout more if it was more fun. More than half (54%) felt exercise was a chore.


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