Reebok Targets Women’s Gym Market

Reebok is launching a major new campaign targeted at the women’s gym market, partnering with Cirque du Soleil to create a new workout regime, Jukari Fit to Fly, based on the renowned circus group’s acts.

The hour-long workout is the first in a series of initiatives to come out of a new, long-term partnership between Reebok and Cirque du Soleil and will see Reebok provide gyms across the world with specially-designed equipment called the FlySet to run a class based on circus training techniques.

The class will launch in top gyms in twelve cities around the world including Hong Kong, Mexico City, Madrid, London, Krakow, Munich, Seoul, Kuala Lampur, Buenos Aires, Santiago, Montreal and Los Angeles.

To compliment 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 collections will consist of products which can be worn for a range of fitness disciplines, from running to yoga, and Jukari Fit to Fly to tennis.

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 partnership between Reebok and the Cirque du Soleil came about following 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 and found that nearly two thirds (61%) of all women would workout more if it was more fun while more than half (54%) felt exercise was a chore.