Anything but expected: Reebok Launches a New Global Campaign
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Reebok recently launched ‘Sport the Unexpected,’ a bold and irreverent campaign celebrating those who defy convention and challenge the status quo – those who are anything but expected, as per the Reebok website.“The campaign begins with ‘Storm the
Anything but expected: Reebok Launches a New Global Campaign
Reebok recently launched ‘Sport the Unexpected,’ a bold and irreverent campaign celebrating those who defy convention and challenge the status quo – those who are anything but expected, as per the Reebok website.“The campaign begins with ‘Storm the Court,’ which is a film with an unexpected, and seemingly uninvited, a guest who interrupts a pick-up basketball game – stopping people in their tracks. The film showcases the Reebok Aztrek Double, an all-new update to the brand’s original all-terrain adventure shoe from 1993,” states the website.Melanie Boulden, Reebok’s Global Head of Marketing and Brand Management, was quoted by the website, as saying, “Reebok has been its most successful when we’ve been bold and provocative – when we’ve had a strong perspective on culture and embraced being daring and different.” “If you look at the marketing coming from our industry over the years, it looks similar. With this campaign, we’re breaking convention and offering an alternative point of view on sport and life. We want consumers to know there is an alternative in the category. We want them to be proud to sport the unexpected.”“Sport the Unexpected,” is a fully-integrated global campaign launched across digital, social and traditional media platforms. The strong base of the campaign with rich film content – three video executions makes it unique and unforgettable. After “Storm the Court,” Reebok will introduce “Back Where We Started,” which takes a trip back in time, and features one of Reebok’s classic franchise models, the iconic Club C. A third execution will be rolled out later in the year, with more details. Future iterations of “Sport the Unexpected” creative will feature both Classics and Performance product, as mentioned on the website.Boulden further added, on the website, “With this campaign, we’re showing another side of Reebok. Aside the consumer hasn’t seen in quite some time. These are young people who love to be active, love to be stylish. They want to mix it up and call their own shots. They want to do – and wear – what’s unexpected. And, most importantly, they want to be entertained – and this campaign certainly delivers on that.”The campaign has been shaped by Venables Bell & Partners. Reebok also recently released a digital content series featuring brand ambassadors Cardi B and Future, coinciding with the launch of two new Aztrek colorways, according to the website.Click on the slideshow for a sneak peek at the campaign https://www.blouinartinfo.com/ Founder: Louise Blouin Read more
