Reebok launched one of two new TV ads that were created under the brand’s new Ree marketing platform on 11 March. To roll out the Ree campaign, the brand has created TV spots highlighting two key products, Reebok EasyTone and Reebok ZigTech. The ZigTech TV ads debuted on 11 March in the US, and the EasyTone TV ad will launch on 12 April. The campaign also includes print, out-of-home, digital and in-store executions. The campaign challenges the "winning is everything" mentality and aims to bring back the fun and joy.
"In many ways, the essence of Ree is not new for Reebok. The idea that sports should be fun has always been part of who we are as a brand." said Rich Prenderville, Reebok’s head of global marketing. "Ree is a new, fresh way for us to communicate who we are and what we stand for as a brand."
This attitude will not only be carried out through marketing programs however. Reebok is taking this approach and ensuring that it is reflected in every aspect of the brand including product.