A major new campaign targeting the women’s gym market is being launched by Reebok in partnership with Cirque du Soleil.
The new workout regime, Jukari Fit to Fly, is based on the renowned circus group’s acts.
The hour-long workout is the first in a series of initiatives to come out of a new, long-term partnership between Reebok and Cirque du Soleil and will see Reebok provide gyms across the world with specially-designed equipment called the FlySet to run classes based on circus training techniques.
The classes will debut in major gyms in twelve cities around the world – Hong Kong, Mexico City, Madrid, London, Krakow, Munich, Seoul, Kuala Lumpur, Buenos Aires, Santiago, Montreal and Los Angeles.
The partnership between Reebok and the Cirque du Soleil came about following a survey 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.
Research commissioned by Reebok looked at why this might be and found that nearly two thirds (61%) of all women would workout more if it was more fun while more than half (54%) felt exercise was a chore.