Reebok and Les Mills announced a new partnership, and to mark their alliance, released a short film, ‘Revolution,’ which celebrates the evolution of studio fitness, from the 1980s to today. The film was created by award-winning production company Partizan, directed by Warren Fu.
“Reebok’s exciting new partnership with Les Mills aims to re-define the studio category whilst celebrating Reebok’s history in group fitness,” said Barbara Ebersberger, the VP of Reebok’s Studio Business Unit. “Right back from the 1980s where people would hit the aerobics studio wearing their Reebok Freestyles to today, where thousands of people take part in LES MILLS™ classes each day, Reebok has always had a strong presence in the studio fitness arena. Today, more than ever we dedicate ourselves to encouraging everyone to harness their passion, energy and confidence through group fitness”.
“Les Mills and Reebok have a rich and lasting heritage in the group exercise arena,” said Phillip Mills, chief executive of Les Mills International. “Our shared and longstanding commitment to fitness makes us the perfect partners to reinvent group exercise and together we plan to lead the category to a brave new territory. We’ll be putting even more effort than ever into the group exercise world and with this partnership Les Mills and Reebok have a vision to re-imagine and re-launch the group fitness category.”
According to the two brands, Reebok and Les Mills share a common goal of empowering people to be fit for life, and exciting developments from this global partnership will be announced soon.
‘Revolution’ can be viewed here http://youtu.be/Dmv8pVfCXm4 and on www.reebok.com.
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Rachel Zabonick-Chonko is the editor-in-chief of Club Solutions Magazine. She can be reached at rachel@peakemedia.com.
