reebok launches new fitness-focused campaign



Reebok launches 2013 fitness-focused campaign

Reebok launched its new, fully-integrated marketing campaign, “Live With Fire,” continuing the global fitness brand’s mission to change how people perceive and experience fitness. With this campaign, Reebok shows how living an active lifestyle can inspire people to live their lives with passion, intent and purpose;and inspire others to do the same.

The 2013 “Live With Fire” campaign celebrates people whose lives have been transformed through their active lifestyle and in doing so unifies the brand’s marketing of its fitness and lifestyle business. In addition to featuring Reebok’s core pillars of Training and Running, the campaign reinforces Reebok’s commitment to women’s fitness through the introduction of its Dance and Yoga collections, as well as a renewed focus on Walking.

The campaign builds off the brand’s 2012 campaign, “The Sport of Fitness Has Arrived,” which featured CrossFit as a symbol of the rapidly changing fitness landscape. The campaign illustrated how CrossFit builds community and confidence and fosters a spirit of competition and camaraderie. With “Live With Fire,” Reebok is broadening this message and issuing an invitation to people to pursue their passions and to live life in a way that will inspire others to follow.

“At Reebok, our mission is to empower people to be fit for life, but we don’t want people to move for the sake of movement; we believe movement is the path to becoming physically, mentally and socially stronger,” said Matt O’Toole, Chief Marketing Officer, Reebok. “Since we’ve sharpened our focus on fitness, we’ve seen how reaching goals and accomplishing new feats changes people and their lives. We find our inspiration in these people, who live their lives with renewed passion and intensity, and affect others with their attitude. Among our employees and our consumers we’re building a community that pushes people to do and be more, and we want to inspire others to join this movement.”

Yan Martin, Vice President of Brand Marketing, said: “We offer a different perspective on a healthy lifestyle and creative expression. We’re not featuring the aspirational actions of today’s superstar millionaires in this campaign; we’re celebrating individuals who find purpose by pursuing their passions. We believe that everyone has the potential to transform their lives through fitness and creativity, and want to encourage this discovery, whether it’s through CrossFit or group training workouts, running clubs or Spartan races, high-energy Latin Dance classes or physically-challenging Yoga classes, intense fitness walks or another active pursuit.”

“Live With Fire”

The multi-channel campaign communicates “Live With Fire” through TV, print, digital and OOH media, as well as consumer events and activations. It will officially kick-off with a TV advertisement on February 15th on ESPN and will be supported with print and digital media.

The advertisement, available at, http://reesha.re/livewithfire, depicts seven inspirational stories: CrossFitters working to make sure every rep counts; a running club doing last man sprints; a Latin Dance class mastering a routine; two women catching the sunrise on an early morning walk; two men racing each other to the top of a stadium; a yoga class attempting a challenging inversion flow; a group pushing themselves to the limit at an early morning workout; and Spartan racers fighting to the finish.

The ‘heroes’ in each story embody what it truly means to “Live With Fire” as they meet and tackle different challenges and celebrate their achievements. Featured in the spot is yoga expert and Reebok ambassador, Tara Stiles, and Josh Bridges, runner up from the 2011 Reebok CrossFit Games – the world’s premier test to find the Fittest on Earth. In addition to these athletes, Reebok scouted CrossFitters, runners, dancers, yoga instructors, fitness walkers and an up-and-coming band, Driemanskap, for the TV, print and digital work. Rick Ross and Tyga are featured in new print and digital work to support Reebok Classics.

Specific “Live With Fire” creative executions will support Reebok’s key fitness products such as RealFlex and ZigTech; introduce Reebok’s new SubLite footwear and Reebok Δ Apparel; and showcase Reebok Women’s fitness, including the new Dance and Yoga collections. These elements, which include TV, print, digital and OOH media, continue the story of the launch spot highlighting the key usage and benefits of each product.

Following the launch of the TV campaign, Reebok will continue to inspire and demonstrate how to “Live With Fire” with the launch of the Reebok Fitness app. Designed to inject variety into stale workout programs, the Reebok Fitness app will help people rejuvenate tired fitness routines by creating new and varied workouts using a combination of popular disciplines: Walking, Running, Dance, Yoga and Training. The app will be available on Apple and Android devices as well as online.

A key component of the campaign is a digital consumer activation allowing people to be part of, and share in, Reebok’s “Live With Fire” mission. Last month, Reebok kicked off a worldwide competition in partnership with crowdsourcing agency, MOFILM, to identify young, talented filmmakers to create films that celebrate true stories of inspirational people who live every day with passion, intent and purpose. Reebok will use these stories and a social media-driven campaign to inspire people to share their own stories.

(via Footwear Business Update)

almagro climbs his way into the top 10



Nicolas Almagro came up short in the all-Spanish semifinal at the 2011 Barcelona Open, losing to David Ferrer 3-6, 4-6. It puts an end to another great run for Nico and puts Ferrer in his second final against Rafa Nadal in as many weeks. (They two duked it out for the Monte Carlo title, with Nadal prevailing.) But Almagro shouldn’t feel too bad: he’ll enter the ATP top 10 for the first time in his career when the rankings are released on Monday.

Stepping it up: Reebok‘s playing with prints again after keeping with solid polos to start out Nico’s year. Now there are white and teal colorways of the current crew done up with pseudo-trapezoidy/staircase-esque patterns. Not available stateside, but definitely available in brick-and-mortar stores en España. More info here: Reebok Competition Tech Top.

Draw: Read up on all the happenings of the Barcelona Open Banc Sabadell at the tourney’s here.

(image via Getty Images)

reebok's fruit: purple peer is in season



It’s no Sharapova Swan Dress, but we smiled just the same upon seeing the pleats on this purple Reebok dress, currently worn by WTAer Shahar Peer. TSF ran into her — in uniform — at the BNP Paribas Open at Indian Wells, giving us a chance to see the detail on the tank’s straps and the skirt’s hem. The dress from this Vibrance Statement collection has pleating all around the bust.

Buy: Reebok Vibrance Statement Dress, $53.95; Tank, $41.95; Skirt, $37.95 in Malibu Blue (teal), Black, or Purple, midwestsports.com

Hitting the dirt: Peer is seeded fifth at this week’s Family Circle Cup in Charleston. The rest of the top eight: Wozniacki, Stosur, Jankovic, Bartoli, Wickmayer, Petrova, and Kleybanova. Get all the tourney info on their website.

(images via Getty Images)

reebok goes for the backside approach; more oreo (moreo?)


Reebok‘s EasyTone shoe is coming with an easy-on-the-eyes ad campaign that the company has rolled out over the last year. The ads feature backsides of women (and their calves and their thighs and their… ) in a variety of outfits, settings and backdrops. Reebok has a couple of ads circulating on TV and the web for the shoe, which has “balance-ball inspired technology” on the soles to “tone and shape.”

Buy it: From $49.99-$139.98, the EasyTone selection includes athletic wear, sandals, and boots for both men and women. Our fave? The EasyTone Reeinspire in lime green. Just in time for the Aussie Open to get under way…

More commercials: Another spot from Oreo to introduce their new “Heads or Tails” cookie with the help from Venus and company. (See a previous one here.)

(screengrabs via youtube)

if a dress drops in the store but no pro is around to wear it, did it make a sound?



Reebok has been banging out some solid stuff for the pros as of late. It’s too bad that their ladies aren’t hanging around long enough to show case the goods.

To be fair, Shahar Peer did put on a good show as she clashed against former Reeboker Venus Williams in the fourth round of the 2010 US Open, giving the third seed a scare by taking that first set to a tiebreak. Fortunately for Venus, she overcame all that dress-tugging (so. much. tugging.) and ran away with the second. The scoreline: 7-6 (3), 6-3. At this week’s Toray Pan Pacific Open, Peer lost in the first round to Kaia Kanepi, who fell in three sets in the quarters to Francesca Schiavone. (Draw: Toray PPO Singles.)

As is Shahar’s style (we think of her kinda like Justine Henin sometimes), she chose the short-sleeved top with a three-buton collar and constrasting stripes (diagonal at the neck and horizontal at the torso). The rest of the goods from the company’s fall line add that feminine touch to athletic wear: the spaghetti-strapped tank, with the embossed design around the neck; the racerback dress with detailing on the skirt and the left strap.

Props: While we would never wear a sweater in the sweltering North American summer, honorable mention goes to the cable-knit design on Shahar’s red separates from earlier in the US Open series. Also, check out the super-crisscross design on the back of the Summer Radiant Tank (similar to adidas men’s crew from last summer).

And then there was the red outfit worn by Iveta Benesova. Simple, with the tank and a pleated skirt. Not much else you need to do on a body like hers, no? (In Tokyo this week, Benesova lost to Olga Govortsova in the first round.)

Buy: Reebok Fall Textured Top, $29.99; On the Move Tank, $33.99; Dress, $49.99; Skort, $33.99; most in Glacier Blue, Rose Red, and White; Summer Radiant Tank in Heroine Pink, Black, and White, $30; available at TW.

Pics: See our other Benesova pics — plus the Reebok On the Move goods from Fall 2010 — afer the cut…