Reebok Makes Working out Fun for Women

The article I found was from the website PR week, titled Reebok hopes to inspire with new Cirque du Soleil workout.

The article explains that Reebok has a new global, market campaign that is supporting its new product lines and a new workout it has created in conjunction with Cirque du Soleil. One of the workouts is called Jukari Fit to Fly, it consists of gym goers “flying” from a still bar affixed to a rope attached to the ceiling in an effort to boost cardio, strength, and balance.

Reebok has also introduced two product lines for women which are On the Move and the Reebok-Cirque du Soleil collection. They are to go along with the routine and will appear in fitness clubs.

Reebok has created this new workout to help inspire women who are bored by their fitness routines. The director of global PR at Reebok said that their consumer insight has shown that women are bored and that they would work out more if it was fun. The company hopes that this new routine makes workouts for women more fun.

The whole campaign is targeting women and the companies long term goal is to own women’s fitness. They will be targeting women in 12 key cities which include Los Angeles, Montreal, and Korea. The Campaign plans to host a pop-up Jucari gym in Los Angeles on March 16th.

Instead of hosting a press conference to promote the workout to celebrities, stylist, and other influences, the company has decided to take a less formal and more fun approach to media relations.

The launch event took place in Miami on February 24, which had a Jukari class and a Cirque du Soleil performance. They invited 60 members of both long and short lead women’s health, fitness, and fashion media.

They are also working with M&C Saatchi Sport and Entertainment, and LaForce and Stevens on the initiative.

I think that this sounds like a great way for women to have fun and stay fit at the same time. I hope that it works for Reebok and I hope to try it someday. I also think that its good that Reebok wants to “own” women’s fitness because a lot of companies like this such as Nike, Adidas, etc promote mostly to men.