Reebok launch new Global Marketing Campaign: 'The Sport of Fitness has Arrived'
Source: BI-ME , Author: Posted by BI-ME staff
Posted: Thu January 19, 2012 2:36 pm
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UAE. Reebok has been talking about empowering everyone to be fit for life for some time now and on Sunday 15th January 2012 Reebok’s Global Brand Marketing team brought this message to the world with the launch of their new brand campaign, The Sport of Fitness Has Arrived. 

With the campaign, Reebok ushers in a new era of fitness, changing the way people perceive, define and experience it, by showing that fitness is a sport.

The campaign builds upon Reebok’s heritage as a fitness brand to communicate that fitness can be as exciting and engaging as any sport. The idea of fitness as a sport is embodied through Reebok’s partnership with CrossFit and the culture of community, competition and camaraderie that it builds.

The new campaign kicked off in the US with a TV commercial during the NFL Divisional Playoff between the New York Giants and Green Bay Packers on FOX.  Additionally, the spot was seen on NBC during the Golden Globes also on Sunday evening in the US.  The campaign will subsequently roll out across global markets over the next few months. 

The spot features some of the top CrossFit athletes from around the world as well as the Fittest Man and Woman on Earth, Rich Froning and Annie Thorisdottir. Some of Reebok’s key fitness products, RealFlex and ZigTech, will also be highlighted to further demonstrate Reebok’s role in enabling fitness.

The advertisement will be supported by a variety of marketing initiatives, including a global effort to introduce “The Sport of Fitness” by bringing CrossFit boxes to city centers around the world.

Click here to watch the debut of the television ad from Reebok’s “The Sport of Fitness Has Arrived” campaign.

Reebok will officially launch “The Sport of Fitness Has Arrived” campaign across the Middle East on January 19th with a TV commercial during the popular American Idol show on OSN starting Thursday.

In addition to the TV spot, the Global team has been working on many creative executions which will also facilitate the launch in stores across the Middle East & Africa – so keep a look out!  

About RBK ME
Since 1999, RBK Middle East is the sole distributor for the Reebok brand in the GCC. Headquartered in UAE, RBK ME has distribution and sales offices in all the six GCC countries. The company has 14 company owned outlets in the region and also looks after distribution of Reebok products to the various multibrand stores throughout the GCC. 

About Reebok International Ltd.
Reebok International Ltd., headquartered in Canton, MA USA, is a leading worldwide designer, marketer and distributor of sports, firmness and casual footwear, apparel equipment. A subsidiary of Adidas Group, the company operates under the multiple divisions of the Reebok brand, Reebk-CCM Hockey and the Sports Licensed Division.

For more information, visit Reebok www.reebok.com  

 

MIDDLE EAST BUSINESS COMMENT & ANALYSIS

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UAE. July data suggested that the UAE's non-oil private sector regained some of the growth momentum that was lost at the end of the second quarter; Output and new orders both rose at sharper rates, contributing to a robust overall improvement in business conditions.
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