Global Premium Fitness Brand Reebok has underlined its status as the number one fitness brand in India by announcing a mega association with Bollywood Superstar and Fitness role model to millions, John Abraham, as its new brand ambassador. As a brand ambassador John Abraham is a strong personification of Reebok’s brand identity and exemplifies the same values that are attached with the brand. Known to push the limits when it comes to fitness, John Abraham will be best placed to understand and connect with fitness enthusiasts. A veteran in different fitness forms right from CrossFit to Marathon Running, John Abraham’s amazing passion and commitment to fitness makes him a natural fit for brand Reebok. Reebok, the first sports and fitness brand in India to sign on a male Bollywood superstar, has sharpened its positioning as a brand that will offer a complete fitness experience to consumers. From specialized products across all fitness categories to the revolutionary retail destination called Fit Hub, Reebok is set to redefine how consumers perceive fitness and make it more accessible. The brand is all set to launch a novel festival season campaign with John Abraham for their running and training gear which will be packaged and designed to inspire Indian consumers to take up fitness as a lifestyle. This association with John Abraham is yet another marketing initiative that Reebok has unleashed to drive home the core differentiators of the brand and its global fitness positioning. Talking about the association, Erick Haskell, Managing Director, Adidas Group India said, “Reebok has solid plans in the fitness sphere and we want to give our consumers a never before fitness experience at every touch point. John Abraham is the perfect embodiment of our fitness philosophy, we are very excited to partner with him and together take our commitment to fitness to the next level. He has inspired the youth of this country to inculcate fitness as a part of their lifestyle and we want to further accelerate the same through our association with him, our exceptional product offering, multiple retail touch points and innovative marketing.” Sharing his thoughts, John Abraham said, “Reebok has a strong heritage in fitness and so do I, so I was thrilled when they approached me to represent them in this new endeavor. I am really looking forward to this association and hope to build a positive momentum for the brand. In the case of Reebok, I am proud to say that I will not just be a brand ambassador but that I will embody the very spirit of this association. Stay tuned for some really exciting stuff that I will be doing with Reebok soon.” With this association the brand aims at involving more and more people in the drive towards fitness. With John Abraham leading the movement and marketing communication aimed at demystifying the fitness science and inspiring Indians to move, the brands seems to have cracked the right recipe for success.