Cookie banner

This site uses cookies. Select "Block all non-essential cookies" to only allow cookies necessary to display content and enable core site features. Select "Accept all cookies" to also personalize your experience on the site with ads and partner content tailored to your interests, and to allow us to measure the effectiveness of our service.

To learn more, review our Cookie Policy, Privacy Notice and Terms of Use.

or
clock menu more-arrow no yes mobile

Filed under:

Reebok's Crazy-Cool New Exercise Method Premieres in London

New, 2 comments
Images courtesy of Reebok. Click to enlarge
Images courtesy of Reebok. Click to enlarge

Racked is no longer publishing. Thank you to everyone who read our work over the years. The archives will remain available here; for new stories, head over to Vox.com, where our staff is covering consumer culture for The Goods by Vox. You can also see what we’re up to by signing up here.

Reebok has called it quits on competing with Nike and Adidas in the professional sports arena, according to the Telegraph. Instead, the company will focus on the expanding category of fitness consumerism aka regular people wearing athletic clothing and doing athletic things. ''We're targeting the fitness consumer and there is this big athletic industry out there that's defined by a bunch of different sports, but we are really looking to be the number one brand for fitness consumers," Matthew O'Toole, global head of Reebok, told the Telegraph.

That translates into lots of new gear, of course, but also a reevaluated look at the way we exercise. In evidence of this new direction, Reebok unveiled an "Immersive Fitness" program in London last week targeted at regular fitness consumers. Essentially, it's a huge black box that surrounds the user with four walls of constantly changing video screens, transporting the average group fitness class into whatever type of environment the user desires. It's almost like a super-immersive video game experience, except there's a workout involved.

This new concept is a part of Reebok's larger plan to become the top brand for fitness consumers over the next five years. The Immersive Fitness project, created in conjunction with the Les Mills exercise company, is set for a global tour that includes stops in Stockholm, Berlin, Amsterdam, Paris and Milan, and will land in the US sometime next year.

· This Startup Makes Yoga Pants Made Explicitly for Going Commando [Racked]
· Trainer Tracy Anderson On Workout Beauty, Fitness Myths [Racked]
· 50 Insanely Motivating Fitness Instagrams to Follow [Racked]