Reebok bets big on women's fitness

To build strong direct associations with women, the company unveiled the new 'Reebok Fitness Expert' and the face for Reebok in the region - Zena Habi.

Reebok also announced its plans to bring 'Jukari-Fit to Fly' to the region. 'Jukari-Fit to Fly' is the special fitness regime created in association with Cirque du Soleil exclusively for women. The first 'Jukari-Fit to Fly' enabled gym will be located in Dubai and will launch in September 2009.

Reebok has a strong history in women's fitness that dates back over two decades. The company launched it first athletic shoe designed especially for women in 1982. Since then Reebok has come a long way. The most recent launch - The EasyTone shoe for women is a world success.

Women from all over the world are finding the shoe a revolution in the women's fitness industry. First-of-its-kind shoe provides 28% more muscle activation and is three times softer compared to conventional foam-based shoes. Reebok has bullish plans for EasyTone and will be aggressively marketing the shoe.

Commenting on the increased attention to women's fitness and ME, Mark Greiner, Sales and Marketing Manager, R.B.K Middle East, said:

"Our internal research presents a great need and opportunity to interact with the Arab women. We want to connect with these women directly and will be using Zena for that. As a fitness expert she has been working with women for long time and understands their requirements perfectly."

"Working along with Zena, we are developing local programs and initiatives that will enable direct engagement with them and will help us effectively address their fitness needs," added Mark.

Zena is the founding member and managing partner of Fitness02 in the UAE. Fitness02 is a one-stop shop for fitness and health activities and a pioneer in the boot camp work out programs in the UAE. Zena's involvement in various fitness activities across the region has increased her profile as a fitness trainer in the Middle East.

People acknowledge Zena from her presenting stint on the 'Biggest Loser' - a reality TV series conducted in Jordan that aimed at obese people who wanted to lose weight.

Commenting further on fitness and Reebok's plans in the region, Mark said, "At Reebok, we want to make fitness fun. Exercise should not be a dull and boring activity and one should enjoy it. We are constantly creating new products and programs that are aimed at making fitness fun and interesting. Jukari - Fit to fly is aimed at creating that element - you swing, you fly and you enjoy while you excersise."

Jukari - Fit to Fly 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. Through this partnership, Reebok is attempting to create more fun in the gym and reclaim its reputation as the women's fitness expert with an hour-long workout that includes a mix of cardio, strength training, balancing, and core training on a contraption known as the FlySet.

Over the past few weeks, Reebok has launched the 'Jukari Fit to Fly' classes at gyms in about a dozen big markets around the world, including Munich, Montreal, Los Angeles, Hong Kong, London, and Mexico City. Dubai will soon have its first Jukari enabled gym.