Reebok ME Signs Up Fitness Expert Zena Habi to Launch New Products

DUBAI — Reebok International through its unit Reebok Middle East, has recently signed up popular fitness expert Zena Habi to launch its fitnesss apparel and products.

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Published: Fri 31 Jul 2009, 12:54 AM

Last updated: Sun 5 Apr 2015, 10:33 PM

Habi is spearheading Reebok Middle East’s plans to pitch its ‘Jukari-Fit to Fly’ — a special fitness regime created exclusively for women by Cirque du Soleil. The first ‘Jukari-Fit to Fly’ enabled gym will open in Dubai in September.

In recent weeks, Reebok has launched the ‘Jukari Fit to Fly’ classes at gyms in about a dozen big markets around the world, including Munich, Montreal, Los Angeles, Hong Kong, London, and Mexico City.

“Our internal research presents a great need and opportunity to interact with the Arab women. We want to connect with these women directly, and we will be using Zena for that. As a fitness expert she has been working with women for long time and understands their requirements perfectly,” said Mark Greiner, sales and marketing manager of R.B.K Middle East, the sole distributor for the Reebok brand in the Gulf Cooperation Council.

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