Sports equipment giant Reebok International is launching a new range of ‘enhanced water’ in conjunction with Vancouver’s Clearly Canadian Beverage Corporation.

The Canadian drinks manufacturer has a licensing deal with Reebok to produce the beverage, branded Reebok Fitness Water, for up to nine years. Containing added minerals, vitamins and electrolytes, the brand is being hyped as “a new beverage choice” for health-conscious customers.

Jay Margolis, president of Reebok’s speciality business unit, commented that the drink's launch continued the sports firm’s expansion into new areas of health-oriented activity. “Consumers can now rely on Reebok for nearly all their fitness and sports needs – from footwear and apparel to workout equipment and a rejuvenating drink,” he enthused.

Clearly Canadian revealed that it plans to conduct an aggressive marketing push which will integrate with Reebok’s own efforts. The campaign will involve point-of-sale creative work and a sampling promotion. However, details on the choice of agencies to handle the push have not been disclosed.

The drink will be launched this month in selected US markets, with Canadian and Caribbean launches to follow.

News Source: AdAge Global