Reebok and Les Mills have officially launched their five-year partnership – originally announced late last year – with a series of global kick-off events taking place in locations including Dubai and New Zealand.

The latest took place in Paris, at the Grand Palais, and saw more than 5,000 attendees take part in four hours of Les Mills classes, from Bodyattack and HIIT format Les Mills GRIT to the new Bodyvive Active concept. Between classes, a fashion show displayed the new Reebok-Les Mills collection of fitness apparel, available to instructors and the public.

Reebok has only three global partnerships: CrossFit, Spartan and now Les Mills. The new Les Mills partnership has been struck with a view to reinvigorating the group exercise category and ties in with this year’s 25th anniversary of Step, which is set for a return to the limelight.

The joint venture aims to leverage the power of the Reebok brand and Les Mills programming to help more people ‘fall in love with fitness’, including driving awareness and penetration of Les Mills in the B2C market.

At the same time, it aims to grow subscription to Reebok One – Reebok’s social network for fitness professionals – with Les Mills instructors becoming Reebok ambassadors.

Further large-scale public events are scheduled to take place this year, including four Les Mills GFX events in the UK. The ‘celebrations of fitness’ are designed to show the public how easy and fun a healthy lifestyle can be.