Reebok Middle East (ME), a leading sport, fitness and casual wear brand, has unveiled plans to build strong direct associations with women as well as dominate the women’s fitness market.

In a move to associate with local women, the company has named well known fitness expert Zena Habi its new ‘Reebok Fitness Expert’ and the new face for Reebok in the region.

Reebok also plans to introduce ‘Jukari-Fit to Fly’, a special fitness regime created in association with Cirque du Soleil, a high-quality artistic entertainment provider, exclusively for women. The first ‘Jukari-Fit to Fly’ enabled gym will be located in Dubai and will launch in September.

Reebok has a strong history in women’s fitness that dates back over two decades. The company launched it first athletic shoe designed especially for women in 1982.

The company’s most recent launch – The EasyTone shoe for women was a world success, a statement said. The first-of-its-kind shoe provides 28 per cent more muscle activation and is three times softer compared to conventional foam-based shoes.

“Our internal research presents a great need and opportunity to interact with the Arab women,” said Mark Greiner, sales and marketing manager, Reebok Middle East.

“We want to connect with these women directly and will be using Zena for that. As a fitness expert she has been working with women for long time and understands their requirements perfectly,” he added.

“Working along with Zena, we are developing local programs and initiatives that will enable direct engagement with them and will help us effectively address their fitness needs.”

Zena is the founding member and managing partner of Fitness02 in the UAE. Fitness02 is a one-stop shop for fitness and health activities and a pioneer in the boot camp work out programs in the UAE.

Zena’s involvement in various fitness activities across the region has increased her profile as a fitness trainer in the Middle East.
 
“At Reebok, we want to make fitness fun,” Greiner continued. “Exercise should not be a dull and boring activity and one should enjoy it.”

“We are constantly creating new products and programs that are aimed at making fitness fun and interesting. Jukari – Fit to fly is aimed at creating that element - you swing, you fly and you enjoy while you exercise”.

Through this partnership, Reebok is attempting to create more fun in the gym and reclaim its reputation as the women's fitness expert with an hour-long workout that includes a mix of cardio, strength training, balancing, and core training on a contraption known as the FlySet. – TradeArabia News Service