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Reebok launches inspirational ‘Live with Fire’ campaign

New Reebok campaign, coming close on the heels of MS Dhoni’s magnificent knock of 224 runs, features him in an all-new fitness avatar

BestMediaInfo Bureau | Delhi | March 12, 2013

Reebok launches its new, fully-integrated marketing campaign ‘Live with Fire’, continuing the global fitness brand’s mission to change how people perceive and experience fitness. With this campaign, Reebok shows how living an active lifestyle can inspire people to live their lives with passion, intent and purpose – and inspire others to do the same.

The 2013 ‘Live with Fire’ campaign celebrates people whose lives have been transformed through their active lifestyle and in doing so unifies the brand’s marketing of its fitness and lifestyle business. In addition to featuring Reebok’s core pillars of training and running, the campaign reinforces Reebok’s commitment to women’s fitness through the introduction of its Dance and Yoga collections, as well as a renewed focus on walking.

The campaign builds off the brand’s 2012 campaign, ‘The Sport of Fitness Has Arrived’, which featured CrossFit as a symbol of the rapidly changing fitness landscape. The campaign illustrated how CrossFit builds community and confidence and fosters a spirit of competition and camaraderie.

“At Reebok, our mission is to empower people to be fit for life, but we don’t want people to move for the sake of movement; we believe movement is the path to becoming physically, mentally and socially stronger,” said Matt O’Toole, Chief Marketing Officer, Reebok. “Since we’ve sharpened our focus on fitness, we’ve seen how reaching goals and accomplishing new feats change people and their lives. We find our inspiration in these people, who live their lives with renewed passion and intensity, and affect others with their attitude. Among our employees and our consumers we’re building a community that pushes people to do and be more, and we want to inspire others to join this movement.”

Steve Mc Phereson, Brand Director, Reebok India, said, “We offer a different perspective on a healthy lifestyle and creative expression. We’re celebrating individuals who find purpose by pursuing their passions which is so relevant in a country like India where passion and emotion cuts across all demographics. In a recent study we undertook to discover Fitness Trends with Indian consumers, it was found that while Indians males are actively pursuing running and ‘gymming’ – the name commonly used for in-gym training activity, women were fulfilling their fitness needs through dance, yoga, aerobics and walking.  The Reebok House of Fitness addresses all these categories and more through specially designed product and marketing.  Through our attitude of Live with Fire we intend to ignite all of these categories and build sustainable success stories.”

Indian cricket captain MS Dhoni, who is currently at his fittest, best attributes his renewed interest and vigour towards fitness to Reebok. Talking about the campaign he said, “Live with Fire is the most powerful philosophy to come out of the Reebok stable in recent times. I personally relate to it. To me being fit means being energetic, being able to do more and living out my life wholly, without compromising. Live with Fire is a rallying cry to action that to me means getting out of the spectator mode and participating actively. And I urge all those with an interest in sport to work on their fitness to fuel their dreams. Not to mention that while Reebok made me sweat it out like anything, I enjoyed the process and am proud to be a part of this campaign”

The campaign has rolled out with a 360 degree launch plan covering TV, OOH, digital, print and events and activations. Reebok’s core technology product – Realflex – has been positioned as the ideal training footwear and is the main product focus of the campaign. Reebok’s new marketing campaign takes innovation a notch higher with exciting initiatives packed across all media tools. While the brand intends to cut the clutter through impactful and larger than life moving shoe cut-outs in outdoor and a one of kind fitness activation on digital, it is also engaging the target audience through associations with gyms like Fitness First and Sport Fit by MSD.

After creating a strong buzz around Flex a Move - The First Ever Online Flash Mob in the World, Reebok is launching ‘Ignite the Fitness Fire’ – a mobile application that will encourage users to step into a Fitness Zone like Gyms/Parks, etc., and win exciting rewards while competing with Dhoni and beating him in the challenge. The app is available on Apple and Android devices as well as online on Facebook.

The TVCs:


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