Reebok inked a multi-year licensing agreement with Gaiam, Inc., the leading producer of lifestyle media and fitness accessories, to launch a new line of Reebok DVDs, fitness accessories, and workout kits. The Reebok branded fitness DVDs are scheduled to launch in March 2010, with accessories following in summer and fall of 2010.
“Reebok has a long history of bringing innovation to the world of fitness, and has always taken a different approach to bringing fitness to consumers,” said Katrin Ley, Reebok’s Head of Brand Strategy, Business Development and Women’s. “At Reebok, we believe that exercise and staying in shape should be fun – not a chore. This belief served as the basis for our collaboration with Gaiam. Both brands believe these products will not only enhance our consumer’s fitness experience, but also help bring the fun back to fitness.”
Gaiam and Reebok will produce a series of Reebok branded DVDs to be released throughout the duration of the multi-year agreement. Two new programs, Cardio Tone and Boot Camp, will launch in March 2010, and will be available wherever fitness DVDs are sold. The fitness content of the DVDs was developed by Reebok and Reebok Global Instructors Sara Haley and Tanja Djevelic.
“Gaiam and Reebok share the same broad goals of helping people live a healthy lifestyle and we see the Reebok brand and its consumer demographics and appeal as complementary to Gaiam’s brand positioning,” said President of Gaiam America and Worldwide Distribution, William S. Sondheim. “Gaiam is excited to join Reebok in providing innovative products that enable consumers to have fun while getting and staying in shape.”
In addition to the DVDs, Gaiam will launch a full line of Reebok branded fitness accessories. The line is designed to make home workouts fun and entertaining and empower individuals to achieve their fitness goals. The line will launch in summer 2010.
Reebok’s history as a leader and innovator in the fitness world dates back to 1982 with the introduction of The Freestyle, the first athletic shoe designed especially for women. With the launch of the Freestyle, Reebok anticipated and encouraged three major trends that transformed the athletic footwear industry: the aerobic exercise movement, the influx of women into sports and exercise, and the acceptance of well-designed athletic footwear by adults for casual wear. A few years later, Reebok collaborated with trainer Gin Miller for the introduction of Step Reebok. A totally revolutionary and highly effective workout program, Step Reebok was successful in breathing new life into health clubs around the world.
Reebok International Ltd., headquartered in Canton, MA, USA, is a leading worldwide designer, marketer and distributor of sports, fitness and casual footwear, apparel and equipment. A subsidiary of the adidas Group, the company operates under the multiple divisions of the Reebok brand, Reebok-CCM Hockey and the Sports Licensed Division. For more information, visit Reebok at www.reebok.com
About Gaiam Inc.
Gaiam, Inc. (Nasdaq: GAIA) is a leading lifestyle media company, with a 72,000 door retail distribution network and over 11,000 store in stores. With dominant share of the fitness and wellness market, Gaiam is dedicated to providing solutions for the many facets of healthy, eco-conscious living. Since its founding in 1988, Gaiam has grown into a $250 million integrated brand. The company’s commitment to quality, coupled with a forward-thinking approach to merchandising and distribution has allowed it to dominate the health and wellness category with celebrity talent Marisa Tomei, Valerie Bertinelli and Trudie Styler and fitness sensations Bob Greene, Rodney Yee, Mari Winsor and The Firm. For more information about Gaiam, please visit www.gaiam.com or call 1.800.869.3603.