Reebok drops ‘superstar millionaires’ for global campaign

Reebok is dropping brand ambassadors such as Lewis Hamilton and cricketeer MS Dhoni from its latest global marketing campaign to focus on how customers are transforming their lives through fitness.

Reebok:ovewithFire-Campaign-2013
Reebok’s ‘Live with Fire’ campaign will focus on different fitness pursuits including dancing.

The ‘Live with Fire’ campaign aims to make what the company describes as “everyday inspirational stories” that occur in fitness a more integral part of what the Reebok brand stands for. It builds on Reebok’s relaunch as a fitness brand 12 months ago and moves the strategy on by making fans a more integral part of campaigns.

A TV advert (see below) will depict several stories including a Latin dance class learning a routine and two men racing each other to the top of a stadium. Outdoor, press and digital activity relating to each scenario will support the advert, which launches in the UK later this quarter.

Reebok has decided not to feature the “the aspirational actions of today’s superstar millionaires” and instead drafted in fitness experts in running, dancing, CrossFit, yoga and walking to champion the brand throughout the campaign.

Yan Martin, vice president of brand marketing, says: “We’re celebrating individuals who find purpose by pursing their passions. We believe that everyone has the potential to transform their lives through fitness and creativity, and want to encourage this discovery, whether its through CrossFit or group training workouts, running clubs…..or another active pursuit.”

Reebok is launching a fitness app as part of the campaign, which lets people create bespoke workouts around five different fitness pursuits; walking, running, dance, yoga and training. It is hoped the app will boost the company’s efforts to persuade people to view keeping fit with the same “passion” as they do traditional sports.

Activity will be the first to focus on several fitness categories from the business since it restructured its marketing team around fitness pursuits last year (21 September).

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