Special to NYSportsJournalism.com
September 20, 2013: Declaring that "A revolution in fitness is coming" and that there will be "a bold new era for the studio fitness category," Reebok has signed a deal with Les Mills International, which oversees 13 group fitness and team training programs held across 80 countries in more than 15,000 licensed clubs worldwide.
The alliance includes Reebok workout shoes and clothing to be integrated throughout the Les Mills programs and multi-media marketing support. Both sides said that additional "developments from this global partnership will be announced soon."
Financial terms were not disclosed.
Founded in 1968, Les Miles has created such programs as BodyPump, BodyCombat and Les Mills Grit.
Reebok, a division of adidas, has been extending its brand through cross-training and ultra-endurance alliances such as the CrossFit Games and Spartan Race.
“Reebok’s exciting new partnership with Les Mills aims to re-define the studio category whilst celebrating Reebok’s history in group fitness,” Barbara Ebersberger, vp for Reebok’s Studio Business Unit, said in a statement. “Reebok has always had a strong presence in the studio fitness arena. Today, more than ever we dedicate ourselves to encouraging everyone to harness their passion, energy and confidence through group fitness."
Marketing launched with a TV spot, "Revolution," that begins with women wearing leotards and leg warmers while doing aerobics to music of the era. It progresses through the 1990s and into 2013, where people in Reebok gear are working out to Les Mills BodyPump and BodyCombat programs. (See the full spot here.)
According to Phillip Mills, CEO for Les Mills International, “Les Mills and Reebok have a rich and lasting heritage in the group exercise arena. Our shared and longstanding commitment to fitness makes us the perfect partners to reinvent group exercise and together we plan to lead the category to a brave new territory."
Mills said that Reebok and Les Mills would "be putting even more effort than ever into the group exercise world and with this partnership Les Mills and Reebok have a vision to re-imagine and re-launch the group fitness category."
Reebok, Spartan Find A Perfect Fit(ness)
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