Global premium fitness brand Reebok announced it has signed Bollywood actor and fitness icon 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, " said Reebok in a release on Monday.

"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, " it said.

Reebok claimed to be the first sports and fitness brand in India to sign on a male Bollywood star.

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.

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. "

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. `