It started with one single email. Just one email was all it took to pique my interest in a subject that at first glance might seem so bizarre that it might actually be a joke. The email in question was an announcement that athletic footwear giant Reebok had teamed up with the world renowned acrobatic artistry group known as the Cirque Du Soleil. They were teaming together to offer the world a brand new aerobics program the likes of which had never been seen before. At least I think that is what they claimed. The new and innovative fitness program was called Jukari Fit to Fly. The email was very smart in a sneaky kind of way: the announcement it made was kind of vague and had a rather vague image included. This all served to make the reader more inclined to click the link to the Reebok site and see more details. I guess these days, it is not uncommon to say that your curiosity was piqued by an email.
I followed the link to the Reebok mini-site set up to help promote and to increase awareness of the new Cirque Du Soleil acrobatic fitness program. It is accurate to call it an acrobatic fitness program, by the way; the promotional video included on the Jukari Fit To Fly site showed me a group of womwn in aerobics gear working out in unison,each with their own workout trapeze. Yes, I said workout trapeze. Apparently the premise of all this is to help you work your way through a workout regimine that is intended to help the individual target muscle groups that might not be as effectively exercised through a conventional workout. The Jukari program is being marketed as "a cure for your workout blues", as well as "a group exercise experience where you'll work your body hard and have fun." Okay, that definitely sounds different. I also found out from the Reebok Jukari mini-site that the name Jukari actually comes from "a world dialect" and means " to play". I found out much more from the Reebok site at the time as well as from a subsequent search online. Apparently the new Cirque Du Soleil global work out program will initially be launched in 15 different locations in cities worldwide. Locations will include the following cities:
Kuala Lampur (Malaysia)
Krakow and Warsaw (Poland)
Sao Paulo (Brazil)
Mexico City (Mexico)
New York (USA)
Reebok has also announced a full line of clothing to accompany this new Jukari workout program, everything from tops and pants, to workout boots and shoes. That is an obvious pairing and opportunity right there: an entity such as Cirque Du Soleil knows acrobatics and its relation to human fitness, while Reebok knows athletic clothing. There is even already a Facebook group established to help promote awareness of the program. (the global fitness team) Everything else on the site at the time of my visit was pretty much just hype and self-promotion in the form of fancy interactive graphics and behind the scenes videos detailing the collaboration between the two companies.
I expect however that we will be hearing much more about this new Jukari acrobatic aerobics program in the near future.