CANTON, MA: Reebok has rolled out a global, marketing campaign to support the launch of new product lines and a workout it created in conjunction with Cirque du Soleil.
In the Jukari Fit to Fly workout, gym goers “fly” from a steel bar - the FlySet - affixed to a rope attached to the ceiling in an effort to boost cardio, strength, balance. Reebok introduced two product lines for women - On the Move and the Reebok-Cirque du Soleil collection - to go along with the new routine, which will appear in fitness clubs in several markets such as Equinox Fitness in New York.
Reebok hopes the new workout will inspire women bored by their fitness routines.
“The whole purpose of the partnership comes from consumer insight that showed women were bored... and they would work out more if it was more fun,” said Josie Stevens, director of global PR at Reebok. “We wanted to communicate that message.”
The campaign will target women in 12 key cities, including Los Angeles, Montreal, and Korea. In Los Angeles, it plans to host a pop-up Jucari gym on March 16.
“[Our long-term goal] is to own women's fitness,” said Stevens.
The company is also working to promote the workout to celebrities, stylists, and other influencers. To do so, it decided to take a “less formal and more fun” approach to media relations, rather than hosting a press conference, Stevens said.
For the launch event, Reebok invited 60 members of long- and short-lead women's health, fitness, and fashion media to Miami February 24 for a Jukari class and Cirque du Soleil performance. The company also provided media with b-roll and a-roll for the launch and launched a microsite. On a regional level, Reebok's local gym partnerships will also include launch events and media relations.
Reebok is working with M&C Saatchi Sport and Entertainment, and LaForce & Stevens on the initiative.
Marketing budget was not disclosed.