Wednesday, February 12, 2014
REEBOK LAUNCHES THE “UNATURALLY QUICK” ZQUICK
WITH NEW CAMPAIGN
ZQUICK CAMPAIGN KICKS OFF NEW, UPDATED ‘LIVE WITH FIRE’ GLOBAL MARKETING
Reebok, the Global Fitness
Brand, launches the latest iteration of its LIVE WITH FIRE marketing campaign
featuring the brand’s latest footwear innovation – ZQUICK. Part of Reebok’s new
ZSeries footwear collection, ZQUICK is a unique, lightweight product engineered to
perform like high-performance ZRated tires found on exotic high-end sports cars.
ZQUICK is designed to help runners become unnaturally quick and allow them to
start, stop and turn on a dime quickly and confidently.
The campaign, the first in the
evolution of the LIVE WITH FIRE rallying cry Reebok introduced in 2013, aims to
convey to consumers the physical, mental, and social benefits awaiting those who
choose not to sit still and celebrates the real, authentic and grittier side of fitness.
The multi-channel campaign includes TV, print, digital and OOH media, as well as
consumer events and activations. In the US, the campaign officially kicks off this
week with the launch of the ZQUICK TV spot “Race the City,” and will be supported
with print and digital media as well. The spot will be rolled out globally throughout
Created by DDB Worldwide, “Race the City” features runners attempting to race a
subway train to illustrate ZQUICK’s unique “unaturally quick” product proposition.
The TV spot showcases ZQUICK as a shoe that allows people to step out of their
comfort zone and attack their workout with the upmost confidence and passion.
“This year, we are not just talking about LIVE WITH FIRE, we are fueling it,” said
Reebok Chief Marketing Officer Matt O’Toole. “We’re finding that spark inside of
people and encouraging them to push harder, to go further, and to do it together.
Products like ZQUICK are the tools to help make this possible.”O’Toole continued, “We know that living a fitness lifestyle and living with fire can
make people happier, healthier, and has a powerful social benefit as well. Your life
ignites and that fire spreads to those around you.”
The ZQUICK campaign will be followed by other product-led executions under the
brand’s LIVE WITH FIRE rallying cry first introduced in 2013.
“This is really the natural evolution of what we introduced in 2013,” said Yan Martin,
Reebok’s Head of Global Brand Marketing. “In 2013 our goal was to introduce our
point of view - how we approach fitness. 2014 is about why we do it. This year, we
want to communicate the dynamic rewards of fitness - the physical, mental and
social rewards that you get from being fit and living a fitness lifestyle. Because we
believe that’s how you unlock your true potential as a human – it’s how you LIVE
For the static creative, Reebok is utilizing a modular grid pattern to break the
layouts into distinct graphical components. This not only provides an interesting
aesthetic break to the imagery, but also represents the holistic construction of
fitness that Reebok champions.
“Our intent is to show fitness in the moment and everything that comes with it,”
said Martin. “We wanted more sweat, more grit, more attitude and more energy.
We’re observing people in the middle of their activity, not staging it. We don’t want
them posing for the camera or even looking at it. We want them in the movement.
We want imagery that’s both real and dynamic.”
In addition to ZQUICK, creative executions will also support Reebok’s key fitness
products such as the Reebok ONE Series footwear and apparel collection, the
Reebok CrossFit footwear and apparel collection, the Reebok All-Terrain Series
collection and will showcase Reebok Women’s fitness, including new Dance and
Yoga and Les Mills collections. See Reebok’s “Race the City” TV spot here: http://www.youtube.com/watch?
Reebok International Ltd., headquartered in Canton, MA, USA, is a leading worldwide
designer, marketer and distributor of sports, fitness and casual footwear, apparel
and equipment. An American-inspired global brand, Reebok is a pioneer in the
sporting goods industry with a rich and storied heritage in running, training and
fitness. A subsidiary of the adidas Group, Reebok operates under the multiple
divisions of the Reebok brand, Reebok-CCM Hockey and the Sports Licensed
Division. For more information, visit Reebok at www.reebok.com. Or, discover
Reebok at the following locations:
http://facebook.com/reebokmalaysia ; http://reesha.re/plus;
http://facebook.com/reebok; http://twitter.com/reebok; http://youtube.com/reebok;
RSH (Malaysia) Sdn. Bhd. is a subsidiary of RSH Limited. Incorporated in 1989, RSH
(Malaysia) Sdn. Bhd. principal activities include marketing, distributing and retailing
of sports, golf, active lifestyle and fashion products. RSH Malaysia manages
multi-brand specialtychains such as Stadium, Studio R, Royal Sporting House, and
Golf House. We are proud to announce that some of our boutiques are recipient of
Fair Price Shop Awards 2007-2008 and these include Royal Sporting House. RSH
Group of Companies also include retailing rights for some of the international
fashion labels including Zara, Massimo Dutti, Ted Baker, Nautica, bebe and Pull
Bear. Reebok Z Fury (RM369.00) & Z Quick (RM349.00) is available at the following
Reebok Boutique : One Utama, Paragon, Nu Sentral
Stadium : KLCC, Pavilion
Studio R : Sunway Pyramid, Midvalley, Gurney Plaza
RSH : Bangsar, Kinta City, One Utama, Palm Square, Queensbay, Sunway
Carnival, Tebrau, Bandar Melaka, City Square, Paradigm, Setia Mall
Pacific Dept, Prai ● Champion, Batu Pahat ● Infinity Sports, The Mines ●
Aeon : Midvalley, Bandar Melaka ● Parkson : Subang Parade, Gurney Plaza,
V54309 : Z Fury V60315 : Z Fury
RETAIL PRICE: RM 369 RETAIL PRICE: RM 369
LAUNCH MONTH: FEB 2014 LAUNCH MONTH: FEB 2014V54315 : Z Quick V54312 : Z Fury
RETAIL PRICE: RM 349 RETAIL PRICE: RM 369
LAUNCH MONTH: FEB 2014 LAUNCH MONTH: FEB 2014