Thursday, September 13, 2012

Press Release: Reebok Officially Launches Realflex & “The Sport of Fitness has Arrived” in Malaysia


[PETALING JAYA 8th SEPT 2012] – It was a day to be remembered as Reebok officially launches REALFLEX & a new fully-integrated campaign “The Sports of Fitness Has Arrived” (EXPERIENCE ZONE) in MALAYSIA. Held in Paradigm Mall, members of the media, celebrities and specially invited guests were gathered in the Upper Atrium Level UG of the mall to experience what REALFLEX & CROSSFIT is all about!

RealFlex is an athletic shoe designed for men who want to escape the stiff feeling of a traditional athletic shoe. Created with natural motion of the foot in mind, RealFlex is designed to help feet move and flex naturally while you run, jump and stretch.

With technology you can feel, Reebok RealFlex offers the protection of a traditional athletic shoe designed with natural movement in mind. The sole is engineered with independent multi-directional “nodes” strategically positioned to flex with the movements of the foot. The “nodes” work together throughout your stride, promoting natural movement and flexibility while offering protection from the elements.

RealFlex has minimalist construction and is designed to help provide lateral support for left-to-right training movements. The upper component of RealFlex footwear is both extremely lightweight and eye-catching, while the unique hotmelt application offers seamless detail and added stability.

“At Reebok we are committed to creating product technologies that offer immediate benefits you can feel. RealFlex has had such a positive response from consumers and we really believe that its combined natural movement, lightweight and protective technology can offer athletes optimal training benefits” Yan Martin, Head of Reebok’s Men’s Strategic Business Unit.

“The Sport of Fitness Has Arrived” Experience Zone - As a part of the campaign, Reebok is inviting consumers to take part in the “Reebok Experience Zone” to discover and experience CrossFit®, the revolutionary strength and conditioning program, and RealFlex, Reebok’s latest footwear technology engineered with independent multi-directional nodes that promotes natural movement and flexibility.

The Reebok Experience Zone, which will take place at Paradigm Mall, Upper Atrium Level UG 8th & 9th September ’12 from 10am to 10pm, will offer people the chance to participate in a “CrossFit Challenge” to win attractive prizes.

Reebok’s new campaign aims to change the way people perceive, define and experience fitness, and ultimately show the world that fitness can deliver everything they love about sport. The campaign unveils this sport – one that is about community, competition, camaraderie, and results – through its focus on CrossFit, one of the fastest-growing fitness movements in the world. The global TV spot can be viewed at:

“At Reebok, we believe that fitness can be as engaging and rewarding as any other sport,” said Mr Manish Sapra, General Manager ,Reebok Malaysia. “While CrossFit is rather new in our market, it is growing exponentially around the world because when people discover CrossFit, they change more than just their fitness – they change their lives.

All of this happens in a shared community cheering each other on as they push themselves, and each other, to reach their respective goals. The “Reebok Experience Zone” provides local consumers a unique opportunity to experience CrossFit and try our newest footwear, RealFlex, at the same time.”

The Reebok Experience Zone is a free and interactive retail event for consumers of all ages to participate in. Visitors can take part in a “CrossFit Challenge” by trying on RealFlex shoes and various CrossFit movements including Burpee, Box Jump, Jump Rope and Air Squat.

PUSHMORE (Crossfit affiliate) is supported by Reebok Malaysia. PUSHMORE will be supporting the launch by organizing the training regime with Crossfit certified trainers.

The partnership between Reebok and CrossFit, which was forged in 2010, is a natural collaboration between two companies that are committed to empowering people around the world to be fit for life. Reebok opened its first Reebok CrossFit box, Reebok CrossFit One, for employees at its global headquarters in September 2010, and by doing so became a part of CrossFit’s worldwide network of affiliated gyms. Today, more than 400 employees a week complete WODs at Reebok CrossFit One. Globally, nearly 1000 Reebok employees are CrossFitters. Also, nearly 100 employees have completed the CrossFit Level 1 trainer course.

Reebok also supports CrossFit’s fitness program and the CrossFit community through a number of initiatives and activities, including sponsoring The 2012 Reebok CrossFit Games and additional Reebok CrossFit box openings.

RED BULL® MALAYSIA is our official energy drink sponsor for the launch; It was made for moments of increased physical and mental stress and improves endurance, alertness, concentration and reaction speed.

In short: It vitalizes body and mind. The effectiveness of Red Bull® Energy Drink has been proven by a large number of scientific studies and is appreciated by many of the world’s top athletes and drivers, opinion-leaders and hard-working people with active lifestyles.

Today, one in three Malaysians have tried and consumed Red Bull® Energy Drink – the leading brand in its market sector.More than a billion cans of Red Bull® are consumed each year in over 70 countries around the globe, making this the world’s No. 1 energy drink!

WE’R FITNESS SDN BHD supports our launch by providing us fitness equipment which is sourced from reputable manufacturers in USA. (LIFEFITNESS SCDLR Portable Chin Up Station)

Source: Offical press release by RSH (Malaysia) Sdn Bhd.

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