REEBOK CELEBRATES ‘THOSE WHO DEFY CONVENTION’ WITH NEW CAMPAIGN
Reebok has launched ‘Sport the Unexpected,’ a new campaign celebrating those who defy convention and challenge the status quo – those who are anything but expected.
The campaign kicks off with ‘Storm the Court,’ a film featuring an unexpected, and seemingly uninvited,
“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,” said Melanie Boulden, global head of marketing and brand management at Reebok. “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.”
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 forthcoming. Future iterations of ‘Sport the Unexpected’ creative will feature both Classics and Performance product.
As a precursor to the campaign, Reebok also recently released a digital content series featuring brand ambassadors Cardi B and Future, coinciding with the launch of two new Aztrek colorways. “With this campaign, we’re showing another side of Reebok,” continued Boulden. “A side 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.”
