Reebok issues ‘Be More Human’ rallying call in new brand video
Reebok has kicked off the ‘Be More Human’ fully-integrated marketing campaign aimed at saluting a “new breed of athlete” using fitness to transform their immediate community.
The sports apparel giant released the “Freak Show” ad to acknowledge that tough fitness as a lifestyle is not always understood. The video showcased the intense lengths many individuals go to.
The 60-second spot was directed by AG Rojas in partnership with Venables Bell & Partners and can be viewed on the ‘Be More Human Experience’ hub, accessible with desktop, tablet and mobile device.
Matt O’Toole, Reebok brand president, said: “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.
“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.”
Yan Martin, vice president of global brand communications at Reebok, added: “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 realisation that they are transforming their lives through fitness, and in the process they’re transforming the lives of their communities.”
The ‘Be More Human Experience’ enables participants to rank their physical traits against others, see how exercise can stimulate the brain and share fitness selfies in the #BreakYourSelfie initiative.