The Reebok & Cirque du Soleil launch Jukari Fit to Fly gym for women

Company Brief

New Delhi, March 18, 2009

Reebok revolutionized women’s fitness with the creation of Step Reebok. Today, the company revealed its new intentions with the launch of an innovative gym workout - Jukari Fit to Fly. The 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.

Jukari Fit to Fly makes fitness fun again by introducing a new way to move in a gym workout and is accessible to all women, regardless of fitness levels. The hour-long workout has been created on a specially-designed piece of equipment called the FlySet. The result is a workout that gives the sensation of flying while strengthening and lengthening the body through cardio, strength, balance and core training.

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

The Reebok-Cirque du Soleil partnership and Jukari Fit to Fly workout are the direct result of insights into what women really want from exercise. A survey GFK/Roper Worldwide survey of 15,000 women in 25 countries 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. The findings showed that nearly two thirds Omnibus Survey of 2,864 women across US, UK & China (61%) of all women would workout more if it was more fun. More than half Omnibus Survey of 2,864 women across US, UK & China

(54%) felt exercise was a chore.

Says Sajid Shamim, Executive Director Marketing and Product, “Our research proved women perceived exercise as a chore, and would workout more often if the gym was fun. The combination of Reebok’s heritage in women’s fitness and the fun, excitement and innovation that Cirque du Soleil brings to their craft means we are in a unique position to enhance women’s fitness experience. What we offer is a whole new way to move through the Jukari Fit to Fly workout and a new range of products to wear, designed to highlight style and comfort for women to wear in and out of the gym.”

The Reebok & Cieque Du Soleil partnership

In early 2008, the two brands came together with a single objective – make fitness fun again for women. They embarked on a journey to create an inspirational workout that would shake up and invigorate a woman’s gym routine. After eight months of development and rigorous testing Jukari Fit to Fly was ready.

Says Subhinder Singh, Managing Director-Reebok India, ”Reebok has a strong history in women’s fitness, and Cirque du Soleil is known worldwide for its creativity and innovation. The combination of Reebok and Cirque du Soleil’s unique DNA forms a first-of-its-kind partnership to revolutionise the way women experience the gym.”

Says Mario D’Amico, CMO at Cirque du Soleil, “This partnership is the perfect fit. Reebok understands what women want from fitness and what products work best, while our performersare renowned for their athleticism, choreography and artistic flair. The challenge to bring these two skill-sets together to create a new gym workout was very exciting for us.”

The Jukari Fit To Fly Workout

Jukari Fit to Fly isn’t just fun to take part in, it is an effective hour-long total body workout of cardio, strength, balance and core training.

For further information, please contact:

Vaibhav Punj

Reebok India Company

Tel: 0124 – 4124129

Email: Vaibhav.punj@reebok.com