Special to NYSportsJournalism.com
September 30, 2016: As part of its ongoing strategy to establish itself in the fitness, endurance and exercise category, Reebok has signed a deal with Emily Skye be be a global ambassador for the brand.
Australian-born Skye is founder of the F.I.T fitness workout platform. She has more than 9.7 million likes on Facebook and another 110,000 on Twitter.
Reebok, a division of adidas, said Skye would the brand’s "Be More Human" umbrella campaign and tactic – “promoting the significance of physical, mental and social health to achieve our full potential.”
Skye joins a Reebok roster that includes former UFC champ Ronda Rousey and fitness and health expert Jennifer Widerstrom.
Reebok’s marketing partnership include UFC, CrossFit and Spartan Race Series.
Under terms of the deal, Skye will “spearhead a number of Reebok collaborations and initiatives to stimulate meaningful conversations on body positivity, shattering the perceptions of 'perfection' and inspiring self-betterment among women around the world.”
In addition, Reebok said it would, for the first time, collaborate with Skye on a special footwear creation in 2017, “working directly with Emily and her fans around the world to 'crowd source' ideas and preferences for a brand new functional training shoe. “
Financial terms of the pact were not shared.
"Emily isn't only an inspiration to her millions of followers around the world — she's an inspiration to the very people that walk the hallways at Reebok every single day,” Steve Robaire, director, Reebok Instructor Marketing, said in a statement.
“She has an amazing story that typifies what our 'Be More Human' philosophy stands for: That enriching our lives through fitness can have a positive impact on our social and mental well being," said Robaire.
The Reebok Instructor Network includes more than 100,000 personal trainers situated worldwide, in which Skye “will play an important role in influencing the strategy, support and growth of this network in the future,” per Reebok.
According to Skye, "Through fitness, I firmly believe every human has the potential to change for the better through the mind as well as the body.
"This synergy is the foundation of my partnership with Reebok who possess, cherish and exert the same values that motivate and inspire me every day," said Skye.
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