Reebok targets young in biggest ad campaign

Reebok’s attempt to revive its brand’s fortunes begin in earnest on August 21 with the launch of the company’s biggest advertising campaign to date, supported by the classic Jimi Hendrix song “Are You Experienced?”

The “DMXperienced” campaign is the first example of Reebok’s new advertising and marketing strategy, which aims to show the emotional side of sport without being overly technical about products.

The drive, aimed at 18- to 24-year-olds, asks “Are you feeling it?” and features tennis star Venus Williams, marathon runner Martin Fiz and fitness trainer Lisa Wheeler in the three executions.

The “multimillion pound” initiative, which matches the Jimi Hendrix soundtrack with psychedelic visuals, will break during ITV’s screening of James Bond film “View to a Kill”.

The ads will also run in the cinema and press.

The campaign was created in the US by one of Reebok’s roster agencies, Berlin Cameron & Partners, and adapted for the UK market by Lowe Howard-Spink.

The ads will be shown globally, and aim to get consumers “DMXperienced” by trying on DMX shoes, which are available for running, basketball, training, walking, tennis, football and golf.

Reebok UK marketing manager Michael Price says: “In addition to building awareness and driving sales of DMX, the ad campaign will generate renewed energy and enthusiasm around the brand.”

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