Reebok 2008 Annual Report Download - page 146
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142 Products and Campaigns Reebok
JUKARI Fit to Fly ™
Reebok
In 2008, Reebok and Cirque du Soleil entered into a revolutionary partnership. Together, a new
workout experience for women was created – fusing the intriguing world of Cirque du Soleil with
Reebok’s expertise in fi tness. In February 2009, Reebok and Cirque du Soleil launched JUKARI
Fit to Fly™ – offering women an entirely new way to work out. Integral to this experience is the
new equipment – the FlySet™, enabling a diverse repertoire of movements. JUKARI Fit to Fly™
is inspired by the imaginative movements of Cirque du Soleil artists, brought to life through a
systematic progression of exercises. By combining these exercises with fl uid choreography,
the workout experience aims to improve strength and fl exibility. Along with these physical ele-
ments, JUKARI Fit to Fly™ incorporates the joy of movement, the fun that comes with training
together and the artistic fl air of Cirque du Soleil. Communication of the new workout experience
started with a global marketing campaign in February 2009.