MUMBAI: Reebok India has signed on Bollywood actress Bipasha Basu as the new face for the brand. Drawing inspiration from her fitness and glamour quotient, Reebok aims to create a perfect blend of performance and lifestyle in the women’s segment, which is also the brand’s focus area.

Reebok India managing director Subhinder Singh said, "Bipasha embodies the pulse points of our brand -individuality, authenticity and a life lived to the fullest in perpetual motion. She is an actor par excellence, a celebrated youth icon with an immense passion for fitness. These characteristics make her a perfect fit for our brand and we will drive this spirit through our future initiatives to motivate the Indian woman to take up fitness."

Reebok is gung ho about their women’s business and have revved up the entire apparel and footwear range to make the collections more feminist. The blurring lines between sport and fashion have given birth to a whole new segment of sports inspired apparel and footwear and this novel fashion trend will be spearheaded by Basu herself as the new face for Reebok.

Basu would also be closely working with the Reebok Instructor Alliance to promote fitness. There are many more exciting endeavors in the pipeline that shall be revealed as the Basu-Reebok association moves ahead.

Basu said: "It’s a great privilege for me to be associated with the best sportswear brand in the country and one so widely acclaimed across the globe. I share Reebok’s strong belief in fitness. I love the energy, the exhilaration and the passion of the brand. I believe in the brand attitude of I am what I am as it is about people who have their own views and opinions and aren’t afraid to share the same. In many ways it’s me. And that’s what I have been drawn by and relate to so deeply and well, for that matter there couldn’t have been a better brand connect."