Reebok thanks unsung heroes fitness trainers

Reebok is thanking fitness trainers for their "life-changing" contributions to society in its latest campaign.

Reebok thanks unsung heroes fitness trainers

"#TrainerTribute" by Venables Bell and Partners kicks off with a film that follows a young woman wearing a grey hoody on her way to the gym.

As she walks past people, the film shows the labels they may give her, such as "average" or "ordinary". When she begins training in the boxing ring the label her trainer gives her is "champion".

At the end the copy reads: "Thanks to the trainers who see our potential when no one else can."

It was art directed by Aisha Hakim, and Daniel Chen handled copywriting. Jordan DeBree directed it through Heist. Media planning and buying was handled by Carat.

The film is running online only. There will be more films this year that will focus on different sports.

Reebok has teamed up with Handstand, an app that helps people find a trainer. It is currently available in Greater Los Angeles and New York, and plans to rollout globally.

Jamie Eason, a Reebok trainer, said: "While the athlete or individual transformation tends to get all the accolades and attention, Reebok recognises that trainers are the unsung heroes, sharing their expertise and putting heart and soul into someone's success."


Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.


Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 PHD and ITV storm Media Week Awards

PHD reigned supreme at the 2016 Media Week Awards, after winning media agency of the year and the coveted Grand Prix for its work for Sainsbury's Christmas campaign, while ITV won sales team of the year.

Just published