Reebok is challenging the world to “Be More Human” with its new marketing campaign, a continuation of the brand’s mission to change how people perceive and experience fitness. The campaign will premiere with TV advertisement on NBC on Feb. 1.
The campaign is Reebok’s rally cry to urge individuals to work together to achieve their full potential. The unique approach is embodied in the brand’s new symbol, the Reebok Delta, which has three sides to represent the physical, mental and social change that happens through fitness.
“Reebok believes that by pushing ourselves to the brink and testing our limitations, we have the power to transform ourselves not only physically but also mentally and socially,” Matt O’Toole, Reebok brand president, said. “By adopting such a lifestyle, you find yourself in a community of people, joined together by a common purpose–to be better versions of themselves. We’re confident that when we push ourselves, we not only transform our bodies, we transform our entire lives.”
“Freak Show,” the short film on Reebok’s website, embodies the misunderstanding of tough fitness as a lifestyle. The methods are intense, demanding, and would fail without commitment. The film celebrates those who have chosen to go above their expectations through fitness and challenges those who have yet to “Be More Human.”
Reebok vice president of global brand communications Yan Martin said, “There’s a new breed of athlete. These are everyday people, and these athletes should also be regarded as role models.” He added, “For these individuals, the achievement comes from the realization that they are transforming their lives through fitness, and in the process they’re transforming the lives of their communities. We acknowledge and salute these new athletes who challenge themselves daily in search of greater rewards.”
At the center of this multichannel campaign lies the “Be More Human Experience,” an online destination where fitness enthusiasts have the opportunity to challenge and define what it means to be human. The unique platform is available via desktop, tablet or mobile and features a number of interactive tools and experiences.
It offers “The Human Score,” which is the world’s first test that quantifies one’s humanness by ranking users against social, mental and physical attributes. It involves a short quiz of multiple choice questions to personalize its Human Score.
“Gray Matters” is an interactive 3D visualizer that shows how different physical activities, from sleeping to running, stimulate the key nodes of the brain. As the user interacts with the visualizer, Dr. John Ratey, one of the world’s foremost authorities on the brain-fitness connection, conducts in-depth research on the relationship between physicality and brain stimulation.
The rebellious social campaign features #breakyourselfie, which challenges the concept of beauty by encouraging fitness enthusiasts to rebel against society and post an image of themselves at their most raw and exhausted post-workout state to the “Be More Human Campaign.”