Reebok
Reebok
WHAT I DID
I was involved with several aspects of the project including presentations, collaborative work in both small and large teams, and the creation of the creative brief.
overview
Reebok is seen as a "dad brand" and old school. It's not very well liked, and has trouble competing with bigger brands. They needed a slight redirection in their advertising, so we constructed a campaign to generate new interest in their products and attract a broader consumer audience. Through both primary and secondary research, we came up with a strategy to direct the creative executions.
the ask
Create new messaging and reposition Reebok as a relevant brand in today's fitness culture.
ATTRACTIVE ACTIVES
18-25 year old females who enjoy athletic activities not because they have to win a championship game, but because they want to feel good about themselves. They enjoy the social and mental benefits from physical exercise and want to look good around their peers.
the target
"If I am confident with the way I look then I perform better."
human truth
Reebok provides consumers with fashionable products to improve their mental, physical, and social lives. Their strong roots and history in fitness allow Reebok to empower consumers to be fit for life.
brand truth
For the attractive-actives who want to feel confident, Reebok provides stylish athletic wear to promote all around self-improvement and performance.
the strategy
the support
Research shows that when you look good, you feel better about yourself:
60% of people like to wear fashionable clothing when working out.
84% of people are more motivated to work out if they feel and look good in their workout clothes.
CONFIDENT
FEEL GOOD
VIBRANT
the tone
the idea
100% CONFIDENCE
THE WORK
PRESENTATION
SOCIAL MEDIA
VIDEOS
account managers: Lauren Downs, Brooke Waldron, and Hannah Ruf
account planner: Megan Stonely
art directors: Joseph Nugent and Devin Wells
copywriter: Jameson Thornock
content creator: Caleb Blackhurst