CATEGORY:Accessories/ Clothing/ Footwear
Reebok has a history of inventive workout disciplines, recognizing that women like to enjoy themselves while exercising, starting with the simple Step Reebok in 1989.
Following survey of 15,000 women across 25 countries in 2008, Reebok found that less than 25% of women work out often. 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.
Reebok teamed up with global acrobatic circus entertainment company, Cirque du Soleil, to create an innovative gym work out called Jukari Fit to Fly.
It is the first in a series of initiatives to come out of a new, long-term partnership, first formed in early 2008. In the eight months of development, Cirque du Soleil ensured that every move was inspired by the real moves of its acrobatic artists. Jukari Fit to Fly is an hour-long work out on a specially-designed piece of equipment called the ‘FlySet’, a durable three-stranded rope fixed to the ceiling, with a 380 degree swivel point at an adjustable length with two attachment loops. A bar is placed through the loops to create a sort of trapeze. The workout gives the sensation of flying while strengthening and lengthening the body.
The class was launched in gyms in 14 cities around the world, including Hong Kong, Mexico City, Madrid, London, Krakow, Munich, Seoul, Kuala Lumpur, Buenos Aires, Santiago, Montreal, Los Angeles, Boston and New York.
To complement the class, Reebok has created two collections of women’s fitness clothing 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 was supported by a global campaign spanning online, outdoor, in store and in print featuring imagery of Jukari Fit to Fly.