REEBOK CHALLENGES THE WORLD TO
“BE MORE HUMAN” WITH NEW BRAND CAMPAIGN
REEBOK CELEBRATES PEOPLE THAT
PUSH THEMSELVES OUT OF THEIR COMFORT ZONES TO FULFILL THEIR HUMAN POTENTIAL
From Canton in Massachusetts, USA, Reebok issued a bold challenge to the world to “Be More Human” with its new,
fully-integrated marketing campaign, continuing the global fitness brand’s
mission to change how people perceive and experience fitness.
“Be More Human” goes
beyond a campaign or a tagline; it’s a rally cry to live up to your full
potential. This unique point of view is embodied in the brand’s new symbol, the
Reebok Delta. The three sides represent the physical, mental and social change
that comes through living a fitness lifestyle.
In our hyper technology-driven world, Reebok
celebrates everyday people who have reconnected to a rugged physicality that
allows them them to live much bigger, fuller and less self-focused
lives.
For these individuals fitness isn’t just a physical activity – it’s
something that enhances not only their body, but their entire life. Through
fitness they become better parents, better leaders, better teachers, better
partners and overall a better, stronger version of themselves.
“Reebok
believes that by pushing ourselves to the brink and testing our limitations, we
have the power to transform ourselves not only physically but also mentally and
socially”, said Matt O’Toole, Reebok Brand President.
“By adopting such a lifestyle,
you find yourself in a community of people, joined together by a common purpose
– to be better versions of themselves. We’re confident that when we push
ourselves, we not only transform our bodies, we transform our entire lives.”
The
brand film titled “Freak Show”, available at www.reebok.com/bemorehuman acknowledges that tough
fitness is a lifestyle not always understood. Its methods are intense,
demanding and require real commitment. “Freak Show” is a celebration of those
who have chosen to be more than they thought they could be through fitness. It
is a challenge to those yet to be converted to Be More Human.
Courageous
and cinematic, “Freak Show” is a story with captivating intensity that showcases
everyday athletes embodying what it truly means to “Be More Human” as they meet
and tackle different fitness challenges transforming them to be better leaders,
better parents and more capable humans.
Directed by AG Rojas in partnership
with Venables Bell & Partners, the 60 second
TV spot juxtaposes the merits of tough fitness and how it benefits humans in
their everyday lives – this includes a young mother crushing a new workout routine
and how a firefighter uses the mental toughness gained from a night trail run in
his demanding day job.
Yan Martin, Vice President of Global Brand
Communications at Reebok, says, “There’s a new breed of athlete. These are
everyday people, and these athletes should also be regarded as role models.
"For
these individuals, the achievement comes from the realization that they are
transforming their lives through fitness, and in the process they’re
transforming the lives of their communities. We acknowledge and salute these
new athletes who challenge themselves daily in search of greater rewards.”
At
the heart of the multi-channel campaign is the “Be More Human Experience,” an
online destination where fitness enthusiasts can challenge and define what it
is to be human. The one-of-a-kind platform, available via desktop, tablet and
mobile, features a number of interactive “Be More Human” tools and experiences,
including:
THE
HUMAN SCORE
The
world’s first test that quantifies one’s ‘humanness’ by ranking users against
various human attributes specifically social, mental and physical traits –
designed to trigger conversation about the choices we make with regard to
health and physical activity.
Participants complete a short online quiz composed
of a number of multiple-choice questions, from which the answers are used to
generate a personalized Human Score.
GRAY
MATTERS
An
interactive 3D visualizer that dynamically shows how various physical
activities, from excess sleeping to tackling a demanding obstacle course race,
stimulate key nodes of the brain - in particular neurotransmitters (emotion and
cognitive action), cerebellum (smooth mental and physical movement), corpus striatum (TBC), hippocampus (memory) and frontal cortex
(executive functioning).
As users interact with the visualizer, in-depth
research on the relationship between physicality and brain stimulation from Dr.
John Ratey, one of the world's foremost authorities on the brain-fitness
connection, is revealed.
#BREAKYOURSELFIE
Challenges
the notion of what beauty is by encouraging fitness enthusiasts to rebel
against the shiny, happy selfie by posting images to the “Be More Human
Experience” of themselves at their most depleted, raw, broken post-workout
state.
The rebellious social campaign will feature Reebok athletes and employees,
with outstanding submissions rewarded with a #breakyourselfie photo essay depicting
the story of the individual or group of friends.
The
“Be More Human” campaign will officially kick-off with a TV advertisement on
NBC on February 1, 2015.
About Reebok
Reebok International
Ltd., headquartered in Canton, MA, USA, is a leading worldwide designer,
marketer and distributor of fitness and lifestyle footwear, apparel and
equipment.
An American-inspired global brand, Reebok is a pioneer in the
sporting goods industry with a rich and storied fitness heritage.
Reebok
develops products, technologies and programming which enables movement and is
committed to accompanying people on their journey to fulfill their potential.
Reebok connects with the fitness consumer wherever they are and however they
choose to stay fit – whether it’s training, running, walking, dance, yoga or
aerobics. Reebok Classics leverages the brand’s fitness heritage and represents
the roots of the brand in the sports lifestyle market.
A subsidiary of the
adidas Group, Reebok operates under the multiple divisions of the Reebok brand,
Reebok-CCM Hockey and the Sports Licensed Division.
Reebok is the
exclusive outfitter of CrossFit and the CrossFit Games, the official title
sponsor of the Reebok Spartan Race; the exclusive authentic global outfitter of
UFC, and exclusive apparel provider for Les Mills.
For more information, visit
Reebok at www.reebok.com or, for the latest news at http://news.reebok.com/. Or, discover Reebok at the following locations: http://facebook.com/reebokmalaysia; http://twitter.com/reebok; http://facebook.com/reebok; and http://youtube.com/reebok
RSH Malaysia
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.
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