Reebok unveils new campaign ‘Be More Human’

05 Feb,2015

By A Correspondent

 

Reebok has unveiled a new campaign – “Be More Human”, continuing with its mission to change how people perceive and experience fitness. “Be More Human” goes beyond a campaign or a tagline and is rather a rally cry urging one to live up to one’s full potential. This unique point of view is embodied in the brand’s new symbol, the Reebok Delta. The three sides represent the physical, mental and social change that comes through living a fitness lifestyle.

 

In the hyper technology-driven world, Reebok celebrates everyday people who have reconnected to a rugged physicality that allows them them to live much bigger, fuller and less self-focused lives. For these individuals fitness isn’t just a physical activity – it’s something that enhances not only their body, but their entire life. Through fitness they become better parents, better leaders, better teachers, better partners and overall a better, stronger version of themselves.

 

“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”, said Matt O’Toole, Reebok Brand President. “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.”

 

The brand film titled “Freak Show”, acknowledges that tough fitness is a lifestyle not always understood. Its methods are intense, demanding and require real commitment. “Freak Show” is a celebration of those who have chosen to be more than they thought they could be through fitness. It is a challenge to those yet to be converted to Be More Human.

 

Yan Martin, Vice President of Global Brand Communications at Reebok, said, “There’s a new breed of athlete. These are everyday people, and these athletes should also be regarded as role models. 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.”

 

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