Reebok hopes to inspire with new Cirque du Soleil workout

Reebok has rolled out a global, marketing campaign to support the launch of new product lines and a workout it created in conjunction with Cirque du Soleil. Reebok hopes the new workout will inspire women bored by their fitness routines. Reebok introduced two product lines for women - On the Move and the Reebok-Cirque du Soleil collection - to go along with the new routine, which will appear in fitness clubs in several markets. “The whole purpose of the partnership comes from consumer insight that showed women were bored... and they would work out more if it was more fun,” said Josie Stevens, director of global PR at Reebok. “We wanted to communicate that message.”