Reebok steps further into the ring
07/01/2015
It says 35 million people have traded in their treadmills and aerobics outfits for boxing gloves and punching bags as a way to get fit.
“They don’t do it to win a belt or even a fight,” said the company. “They do it to gain the physical, mental and social benefits of training like a fighter.”
“We will deliver a unique range of apparel and accessories built exclusively for how the body moves across these different disciplines,” said Mike Lunardelli, director of Reebok’s combat training product division.
In November, it announced the acquisition of Luta, a Brazil and UK-based martial arts brand that feeds 50% of its profits into clubs which help children in disadvantaged areas channel their energies into something positive.
The following month it signed a deal with the Ultimate Fighting Championship (UFC), a partnership it says will “validate and authenticate Reebok in this emerging category”.
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