Shot from Reebok's latest campaign
05 Apr. 2012
REEBOK LAUNCHES NEW FITNESS CAMPAIGN
"The Sport of Fitness has Arrived" was developed by New York-based agency McGarryBowen and will be communicated via an array of channels such as TV, digital, print and OHH (out of home) media as well as with the help of consumer events and activities. Product-wise, the marketing focus has been put on Reebok’s RealFlex, a line of flexible and light-weight sport shoes.
Product of focus: Reebok's RealFlex
Reebok will additionally tour through 12 markets worldwide (USA, Mexico, UK, Germany, France, Italy, Spain, Sweden, Russia, India, South Korea and Japan) with their so-called CrossFit “boxes.” These containers include equipment and tools for a mobile CrossFit workout and give up to 15 visitors at a time the chance to try out the strength and conditioning program exercises under the guidance of certified coaches. Reebok kicked off its tour in Germany with the installation of a CrossFit box at the Sony Center in Berlin’s Potsdamer Platz. On Wednesday, March 14 actor and brand ambassador Elyas M’Barek was the first to try out the new workout together with interested passer-bys. The tour will continue between March 31 and May 13 and stop in seven different cities (Vienna, Munich, Zurich, Düsseldorf, Hamburg, Berlin and Frankfurt) for two days each.
Uli Becker, President of Reebok, explains his brand’s motivation behind the new marketing campaign as such: “Fitness is being perceived more and more as an independent sport, combining all of the elements that we like about traditional sports. CrossFit is at the peak of this change. At Reebok we believe that fitness can be as exciting and stirring as any other sport.” The partnership between Reebok and CrossFit was forged in September 2010, when Reebok opened its first Reebok CrossFit box at its global headquarters in Massachusetts and by doing so became part of the fitness corporation’s worldwide network of affiliated gyms.
In the long run, Reebok plans to intensify this collaboration through a number of initiatives and activities including sponsoring the 2012 World CrossFit Games (an international competition dedicated to finding the fittest man and woman on earth), further permanent Reebok CrossFit box openings and a corresponding footwear, apparel and accessories collection. The first co-branded footwear and apparel collection debuted in fall 2011, and is sold online at http://shopcrossfitreebok.com/.
CrossFit contains several challenging group exercises
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