Reebok's star-studded push asks fans to 'donate in sweat' to women's charities
Reebok has unveiled a campaign celebrating female artists and athletes who bring "positive change" to the world, including singer Ariana Grande and Icelandic CrossFit star Katrin Davidsdottir.
Consumers who want to participate in other ways can ‘donate in sweat' via social media
The latest iteration of the brand's longstanding 'Be More Human' push – which aims to remind people what makes them 'human' in terms of physicality, community and adaptability – comprises a series of films, and will support two women's charities: The Movemeant Foundation and The Women’s Strength Coalition.
Alongside the creative, by Venables Bell & Partners, it's releasing 10 different limited edition shirts, each featuring an inspirational message from one of the ambassadors involved in the ads. Gal Gadot, Danai Gurira, Gigi Hadid and Nathalie Emmanuel are also shown in the ads, each telling their own personal story of overcoming barriers to become their "best self".
From now until December 31 (or while supplies last) Reebok will donate 100% of the purchase price from the sale of each shirt, to be split equally between these organisations.
Consumers who want to participate in other ways can ‘donate in sweat,’ by posting an Instagram or Twitter picture of them working out using the hashtag #BeMoreHuman. When they do this, Reebok will make a donation to the non-profits at a limit of 2500 posts.
“Reebok has a long history of empowering women and supporting those who empower others,” said Melanie Boulden, Reebok vice-president of marketing.
“We did this back in the 1980’s, when the brand helped usher in a new fitness movement, led by women, that changed culture and made it ok for women to sweat and have muscles.”
She added: "We're still at it today, developing innovative product for women, by women, and encouraging females to experience the physical, mental and social transformation that happens when we move – the essence of our 'Be More Human' philosophy.”
The campaign follows on from the sports firm enlisting Grande, Gigi Hadid, Lil Yachty and more to promote a campaign pushing its Classics range.
To see the videos and print examples, click on the Creative Works box below.
