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."

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