Reebok, once a broad force in the U.S. footwear market, is trying to start over by returning to its niche roots.
The brand, which has seen its sales and profile evaporate since being sold to Adidas for $3.8 billion in 2005, is hoping a series of major initiatives in women’s fitness — the category that brought it prominence in the U.S. in the 1980s — can help it spark a comeback. Those initiatives include a workout regiment co-branded with Cirque du Soleil, dubbed Jukari, which it hopes will catch on with the same fervor as its step-aerobics platform did in 1989. The company also plans significant marketing investments behind two new women’s fitness shoe lines.
The push behind Jukari — which will offer high-flying aerobics classes featuring ceiling-mounted, bungeed trapeze swings — and the new women’s fitness shoes may allay concerns by retailers worried about corporate support. But analysts wonder whether the brand has simply lost relevance with its core female consumers, who have been courted aggressively by Nike, Under Armour and others.
Jukari Fit to Fly
JUKARI Fit to Fly fuses the creative and artistic world of Cirque du Soleil with the fitness expertise of Reebok. The name comes for a word dialect meaning “to play”. Participants flex and flutter, sweat and stretch, and swing from a FlySet. It’s all about moving your body in a fun new ways.
The new gym experience launches this month in Germany, Korean, Malaysia and Poland and later in Argentina, Canada, Chile, Hong Kong, Spain, UK and USA.
What do you think? Can Reebok (with the help of le Cirque) make a comeback?