Vice president of Reebok Western Europe, Chris Froio, told Marketing that the brand was increasingly focusing on partnerships, like its tie-up with CrossFit, and fitness.
The campaign initially launched in the US in January, focusing on physical fitness, mental wellbeing and the social aspect of training. It shows ultra-fit consumers, rather than celebrities or aspects.
The brand is increasingly focusing on women, Froio said, at a time when more brands have woken up to the potential of female consumers. This has translated into several sports marketing campaigns this year, particularly from Nike and Sport England.
Reebok, owned by Adidas, has seen rising sales in Western Europe over its last quarter. It has turned away from celebrity endorsements and sports team affiliations towards "social fitness". Whether that works to boost its performance in Europe further remains to be seen. According to Froio, Reebok aims to the fitness enthusiast's go-to brand, since it's the only sportswear company focused "solely on fitness".
Video produced by Jade Poyser