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Wed 9 Sep 2009 04:00 AM

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A female focus for Reebok Middle East

The sports giant unveils new ‘face’ for the Middle East and launches women-only fitness concept.

A female focus for Reebok Middle East
Zena Habi is Rebook’s new ‘face’ in the Middle East.

Reebok Middle East has announced a number of fitness and marketing initiatives aimed at women across the region.

The company has announced the new ‘Reebok Fitness Expert’ and the face for Reebok in the region — Zena Habi — and also revealed plans to bring Jukari-Fit to Fly to the Middle East.

Zena Habi is the founding member and managing partner of Fitness02 in the UAE — a one-stop shop for fitness and health activities and a pioneer for boot camp workout programmes. R.B.K Middle East sales and marketing manager Mark Steiner said Reebok would work with Habi to develop local programmes and initiatives that would “engage with women in the region” and “effectively address their fitness needs”.

“We want to connect with these women directly and will be using Zena for that,” he said. “As a fitness expert she has been working with women for a long time and understands their requirements perfectly.”

Steiner also stressed that Reebok wanted to make fitness fun for women hence the launch of Jukari-Fit to Fly — the special fitness regime created in association with Cirque du Soleil exclusively for women.

He revealed that the region’s first Jukari-Fit to Fly enabled gym will be located in Dubai and will launch in September 2009.

Jukari-Fit to Fly involves an hour-long workout involving swinging and flying. It includes a mix of cardio, strength training, balancing, and core training on a contraption known as the FlySet.

Over the past few weeks, Reebok has launched Jukari-Fit to Fly classes at gyms worldwide. The concept has been rolled out in Munich, Montreal, Los Angeles, Hong Kong, London, and Mexico City.

Reebok has a strong history in women’s fitness, launching its first athletic shoe designed especially for women in 1982.

Its most recent launch is the EasyTone shoe for women, which provides 28% more muscle activation and is three times softer compared to conventional foam-based shoes.

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