Reebok inked a multi-year licensing agreement with Gaiam, Inc. to launch a new line of Reebok DVDs, fitness accessories, and workout kits. The Reebok branded fitness DVDs are scheduled to launch in March 2010, with accessories following in summer and fall of 2010.
“Reebok has a long history of bringing innovation to the world of fitness, and has always taken a different approach to bringing fitness to consumers,” said Katrin Ley, Reebok’s Head of Brand Strategy, Business Development and Women’s. “At Reebok, we believe that exercise and staying in shape should be fun – not a chore. This belief served as the basis for our collaboration with Gaiam. Both brands believe these products will not only enhance our consumer’s fitness experience, but also help bring the fun back to fitness.”
Gaiam and Reebok will produce a series of Reebok branded DVDs to be released throughout the duration of the multi-year agreement. Two new programs, Cardio Tone and Boot Camp, will launch in March 2010, and will be available wherever fitness DVDs are sold. The fitness content of the DVDs was developed by Reebok and Reebok Global Instructors Sara Haley and Tanja Djevelic.
“Gaiam and Reebok share the same broad goals of helping people live a healthy lifestyle and we see the Reebok brand and its consumer demographics and appeal as complementary to Gaiam’s brand positioning,” said President of Gaiam America and Worldwide Distribution, William S. Sondheim. “Gaiam is excited to join Reebok in providing innovative products that enable consumers to have fun while getting and staying in shape.”
In addition to the DVDs, Gaiam will launch a full line of Reebok branded fitness accessories. The line is designed to make home workouts fun and entertaining and empower individuals to achieve their fitness goals. The line will launch in summer 2010.
