Reebok International Ltd. and Cirque du Soleil said they are launching
Jukari Fit to Flex, the second installment of an exercise program
designed for women. JUKARI Fit to Flex launches first in Montreal,
Canada the home of Cirque du Soleil and will rollout in gyms in the USA
and Europe from April and in Asia and Latin America later this year.

Roughly
two years ago, Reebok and Cirque du Soleil, an entertainment
company whose shows and perfomances feature lots of acrobatic movement,
joined forces with the goal of making “fitness fun again for women.”

In
early 2008, Reebok and Cirque du Soleil came together with a single
objective – to make fitness fun again for women. They embarked on a
journey to create inspirational workouts that would shake up and
invigorate a woman’s gym routine.

The first instaLlment in the
long term and ground breaking partnership,
JUKARI Fit to Fly™, became an instant success when it launched in gyms
in major cities around the world last February. To date, thousands of
women and a host of international celebrities, including global
supermodel Bar Refaeli and TV personality Kim Kardashian, have
experienced and loved the fun of flying thanks to the revolutionary gym
workout.

Says Katrin Ley, Head of Women’s at Reebok: “Before we began work on the
JUKARI initiative we talked to women around the world and listened to
what they said they wanted from a workout. These insights helped us
create JUKARI Fit to Fly, a fun new way to move which is truly
innovative.

“JUKARI Fit to Flex is the perfect complement to that workout – once
again weve merged Reebok’s expertise in and passion for women fitness
with the stunning theatricality, excitement and innovation of our
partner Cirque du Soleil. There is, quite simply, nothing else like it
on offer at the gym.”

Sara Haley, Reebok’s Global Fitness Specialist for JUKARI Fit to Flex,
worked with Cirque du Soleil over the past year to create the workout.
She said: “JUKARI Fit to Fly™ is a total body workout incorporating
cardio and strength training. As part of an integrated fitness
programme, women also want to improve and enhance their flexibility.

“Whilst many women enjoy yoga, many more told us they were looking for
something different. What JUKARI Fit to Flex™ offers is a brand new
approach to flexibility – a workout that is dynamic, upbeat and fun
inspired by the incredible spirit, artistry and flexibility of Cirque du
Soleil performers.”

As the creative inspiration behind the project, Cirque du Soleil played a
crucial role in creating the program. As Lyn Heward, Creative Director
of the Reebok-Cirque du Soleil program says: “This is a true partnership
in the sense that each move in the JUKARI Fit to Flex workout has
drawn its inspiration from the graceful yet powerful moves that Cirque
du Soleil artists create with their bodies. With this goal in mind, we
worked closely with Reebok to ensure that each exercise is accessible
for all women.”

Says Mario DAmico, CMO at Cirque du Soleil: “Our partnership with
Reebok continues to grow from strength to strength as we merge the
skills of both organisations – Cirque’s athleticism and elegance of
movement with Reebok’s knowledge of women’s fitness trends and
preferences.”

“Together, we have created striking new gym workouts that women have
responded to in a phenomenal way which we are both proud to be a part
of.”