BWI: Tone Easy with Reebok EasyTone

Press release from Business Wire India
Source: Reebok
Wednesday, October 21, 2009 05:48 PM IST (12:18 PM GMT)
Editors: General: Consumer interest, Fashion, Sports; Business: Advertising, PR & marketing, Business services, Clothing & accessories, Retailers, Sports
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Tone Easy with Reebok EasyTone
Take the Gym with You with EasyTone

New Delhi, Delhi, India, Wednesday, October 21, 2009 -- (Business Wire India) -- -- Better butts for women - 28% more effective glute muscle toning
-- New advanced balance pod system tones butt and leg muscles
-- Former NASA engineer creates new technology for toning shoes

Reebok has added a new dimension to women's fitness with the launch of 'Reebok EasyTone' that offers the unique proposition of toning the butt and leg muscles by simply wearing the shoe! Lab tests conducted by Reebok show a marked increase in muscle activation due to the miniature balance balls underneath the shoe resulting in a dream product for women.

This product will help re-shape women across the world by generating upto 28% more effective glute muscle toning. Featuring a new balance pod system invented by a former NASA engineer Bill McInnis, 'Reebok EasyTone' is available across Reebok stores in the country and offers a 30 day satisfaction guarantee along with Manish Arora fitness gear free on purchase of the footwear.

Bill McInnis has worked very closely with the product team of Reebok and spent 18 months making the balance pod system perfect in the sole of the shoe that creates natural instability with each step. Independent university lab tests proved that by wearing 'Reebok EasyTone', women can tone up as they go about their everyday business. The combination of the balance pod technology and great styling would make people love to sport.

According to Subhinder Singh Prem, Managing Director, Reebok India Company, "With 'Reebok EasyTone', we have entered a whole new era of technological advancement to create toning footwear that not only looks good, but also makes you look good. EasyTone provides an opportunity for women to shape up with every step they take and get that beautifully toned body they always dreamt of. The power of the product lies in the simplicity of its use and the way it can blend itself with a woman's lifestyle. Now with every second that a woman performs her daily chores, her body gets toned and she becomes fitter. Continuing with our mission of being a woman consumer's best friend and making fitness fun, we are happy to introduce Indian women to the magical world of EasyTone where being a beautifully toned diva only requires you to summon a pair of 'Reebok EasyTone' sneakers and slip into the same."

Fitness can make all the difference in how your body works and feel. It is critical to maintain a healthy and active lifestyle. A fit body can work wonders for your overall well-being and mental health as well. Hence, it is imperative to make good of alternate fitness like that provided by 'Reebok EasyTone' footwear to make Fitness a part of your daily lives. Said, Nisha Varma, Master Trainer, Reebok.

How it works

Reebok EasyTone helps tone key leg & butt muscles by using advanced balance pods built into the shoe. The balance pods are designed to create natural instability with every step that a woman takes. This micro-instability forces muscles to adapt and in doing so they work harder.

How EasyTone is tested

McInnis and his team used a technique called Electromyography, which involves sensory electrodes being attached to key muscles. These sensors measure the levels of muscle activation as a woman walks. By comparing the changes in muscle activation between different types of shoes, you can determine which shoes are working the muscles hardest. Over a period of several months, a cross section of women tested the shoe in this lab environment.

In these tests, EasyTone was compared with an ordinary performance sneaker. The figures to the left show the maximum increased muscle activation when using EasyTone compared to that shoe.

About Reebok India

Reebok started its operations in India in 1995. Headed by Managing Director Mr. Subhinder Singh Prem, Reebok India has a pan-India presence and is the market leader with 850 exclusive stores. The company's brand vision is fulfilling potential, its mission - Always challenge and lead through creativity. Reebok has a 1000 member strong instructor alliance in India. Reebok supports its fun with fitness philosophy through their global tie-up with Cirque De Soleil for Jukari - Fit to Fly fitness program and in India with a fun Reebok Bollywood Workout launched in association with Modern Dance Guru Shiamak Davar. Reebok has an 8 year long partnership with ICC and is the official outfitter for 4 IPL teams. Reebok also supports athletes in tennis and is the official outfitter for top 3 soccer clubs and for Force India-India's F1 team. Reebok Juniors, Reebok Classics and Reebok women - exclusive concept stores are new ventures of Reebok in India. Reebok has an impressive list of brand ambassadors like Captain MS Dhoni, Actress Bipasha Basu and many others top cricketers. Reebok's brand values are authentic, individualistic, courageous, empowering, innovative and real.

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EASYTONE go outside black
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CONTACT DETAILS
Puneet Sewra, Senior Brand Manager, Reebok, +91 (124) 4124131, puneet.sewra@reebok.com
Tondonsana RK, IPAN Hill & Knowlton, +91 (11) 42492107, trk@ipanhillandknowlton.com
Abhishek Puri, IPAN Hill & Knowlton, +91 (11) 42492191, apuri@ipanhillandknowlton.com

KEYWORDS
CONSUMER, FASHION, SPORTS, MARKETING, BUSINESS SERVICES, CLOTHING, RETAIL

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