According to the research women perceive exercise as a chore, and would workout more often if the gym was fun. It also illustrated it is a universal truth that women find exercise transformational and empowering, they push it aside because it is perceived as a boring chore.
To fulfil this consumer need, Reebok is looking to make fitness fun again through an exciting partnership with top instructors renowned for their fresh, fun approach to working out. The Reebok Global Instructors Team have partnered with the brand to debut a new fitness initiative, to be announced later this year.
Reebok's fitness fun project will be supported by an integrated global marketing campaign featuring the Reebok Global Instructors Team. On September 15, 2008 Reebok will debut its new women's fitness website reebok.com/women. The site will be set up to inspiring consumers to become active and think about fitness and movement in a different way. The project will run long-term and Reebok is working on a new women's fitness initiative for spring 2009 and beyond.