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Reebok is getting ready to fly.
The Canton, Mass.-based brand is looking to tap its heritage in the women’s fitness category with this month’s launch of a new workout, apparel and footwear package designed in collaboration with Montreal-based Cirque du Soleil.
Jukari Fit to Fly — a gym-based cardio and strength-building workout — will launch at gyms worldwide, and later this month, two complementary footwear and apparel packages will be available at retail.
Michele Slobin, head of women’s apparel for Reebok, said both the lines, On the Move (consisting of seven footwear styles) and Reebok-Cirque du Soleil (one style for spring, two for fall), will offer women’s-specific product designed to be used with the Fit to Fly program. But they also can be used in almost any gym activities or as streetwear.
“Women had asked us, ‘Can you give us something that looks like some of your best streetwear?’” she said. “The big message was it’s designed for her body and designed for her life.”
Slobin told Footwear News that shoes in the collection take into account a woman’s body shape and are built on women’s lasts. “We addressed the things that women require in their footwear — stability, cushioning, versatility,” she said. “In some of the footwear, there’s a lot more ankle support, because you need to be very stable on the ground.”
And design-wise, she added, the collaboration with Cirque du Soleil made sense. “This is definitely a fusion of the technical experience of Reebok and the theatrics and drama of Cirque du Soleil,” Slobin said.
According to Slobin, the inaugural spring collection will launch with hits of “saturated, vibrant color” in the outsoles and sockliners. Moving into fall, the palette will go warmer, with maroons, bright pinks, oranges and inky darks inspired by the costuming of Cirque’s shows.
The On the Move shoe collection will launch at Nordstrom stores. The Reebok-Cirque du Soleil line will debut at Dick’s Sporting Goods. Both collections will hit retail at the end of the month.