afaqs!

Reebok: From flab to fab in 100 Days

By Satrajit Sen , afaqs!, New Delhi | In Digital | January 06, 2015
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India's bestselling author is all set to embark on a fitness challenge, 'Reeboot 100' with Reebok.

Reebok Rebooting Chetan Campaign

It is not everyday that an Indian author famous for 'Bollywood-ish' fiction, is seen giving fitness tips to people. Well, premium fitness brand Reebok has tied up with Chetan Bhagat to motivate and inspire people to be 'Fit for Life', not with a speech or his novels, but through a fitness challenge.

The bestselling novelist has taken up a 100-day fitness challenge - Reeboot 100 - to undergo a physical transformation with the help of Reebok's trainers. Moreover, Bhagat will update his fans and fellow fitness enthusiasts with posts on his social media pages, and encourage citizens to join the fitness bandwagon. The fitness brand will document his journey and experience through a special blog that can be viewed on the Reebokone.com.

Reebok Campaign Video

Kickstarted on January 1, 2015, Bhagat's 'Reeboot 100' fitness challenge will include a range of activities such as cardio training and functional movement training including running, crossfit and yoga. Designed by Reebok Master Trainer Vinata Shetty, the workout plan also focuses on diet and nutrition to help Bhagat achieve his fitness goals - despite his busy schedule and lifestyle - in 100 days.

Somdeb Basu

Commenting on the campaign, Somdeb Basu, brand director, Reebok India, says, "The idea of such an initiative was to emphasize the fact that fitness is for everyone, and can be achieved by everyone, as per their own levels and goals. Chetan has been a great sport in taking on this challenge, and we are definitely looking forward to his transformation at the end of the challenge. Through his fitness story, we aim to inspire thousands of Indians to adopt the 'Fit for Life' philosophy."

Consumers can view Bhagat's progress and access regular updates by following Reebok India on Twitter and Facebook, or following the #reeboot100 on social media.

To take a step towards their fitness goals, people can take the pledge with Bhagat. Reebok will encourage them by offering a 50 per cent discount on the purchase of Goqii fitness band. There will be daily prizes too from the same brand.

A Screenshot of the Reebokone website

The Reeboot 100 challenge also aims to motivate people from all walks of life to lead a fit lifestyle. Reebok has a pan-India presence - 300 exclusive franchise stores and 'Fit Hub' concept stores across the country with a 1,000-member-strong instructor alliance. The brand has products in the running, training and studio category, covering dance, aerobics and yoga. It has also introduced innovative footwear technologies like One Cushion 2.0, ZTR X, JetFuse Run, ZQUICK and Realflex.

Reebok has an impressive list of fitness ambassadors like John Abraham, Nargis Fakhri, M.S. Dhoni, Gautam Gambhir and Irfan Pathan. In September 2014, Reebok extended itself as a service brand, offering aerobics, Pilates, zumba and power yoga. About 10 new Reebok Fitness Studios are planned this year, opening a new revenue stream for its franchisees.

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