Home / Knowledge / News / Textiles / Ree is fresh voice for Reebok

Ree is fresh voice for Reebok

12
Mar '10
Reebok is launching one of two new TV ads that were created under the brand's new “Ree” marketing platform. “Ree” is a fresh voice for the brand that remains true to the Reebok DNA and puts the brand in the center of the conversation and the creative. To kick off the “Ree” campaign, the brand has created TV spots highlighting two key products, Reebok EasyTone and Reebok ZigTech. The ZigTech TV ads debut in the U.S., and the EasyTone TV ad will launch on April 12th. The campaign also includes print, out-of-home, digital and in-store executions.

With “Ree,” Reebok is asking consumers to “reethink” their perceptions of sport, and remember why they play, sweat and cheer – because it's fun. The campaign is a fun, bold and provocative approach to sport that 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.

“Our attitude of joy in sports and fitness inspires everything we do from the products we create, to our marketing, to the athletes who endorse our brand” said Prenderville. “We give consumers what they need to rediscover their love of sports. We want our consumers to be inspired and to remember that in the end it's about the journey – about enjoying what you do. ”

ReeZig

The US version of the “Reezig” TV spot features Cincinnati Bengals wide receiver Chad Ochocinco. The campaign uses the unique, iconic "geometric zig zag shape" outsole to reinforce the benefit ZIGTECH technology provides as it absorbs the impact of heel strike and sends a wave of energy along the length of the shoe to help propel the athlete forward with each step.

“With the ZigTech ad, we leveraged the most noticeable visual element from the product and created a whole animated world of fun and sport that is powered by this technology, said Prenderville. “The discovery elements within the spot, and Chad's smile at the end, reinforces the brand's fun approach and attitude and differentiates us from the way many other sports brands would approach the same story.”

Reetone

The “Reetone” Easy Tone ad is a joyous, fun celebration of women that shows whether they are in the gym or wherever they go, they are getting great legs and a great butt with every step.

“We wanted to make sure the TV portrayed very self confident, stylish women and that we told this story in a fun and entertaining way from the moods, rhythm, and movement of the women to the music,” said Prenderville. “And although we focus on great legs and butts, we also made sure the distinct personalities and playfulness of women in everyday situations did not get lost. The whole concept of the Easy Tone product lives up to the “Ree” philosophy of making sport and fitness fun because you can tone while you live your life and that's what the advertising brings to life.”

The TV spots were created by DDB Berlin.

Reebok Ltd


Must ReadView All

Pic: Shutterstock

Textiles | On 31st Mar 2020

UN calls for $2.5-trn rescue package for developing world

The COVID-19 pandemic will drive the world economy into recession...

Pic: Shutterstock

Textiles | On 31st Mar 2020

Bangladesh seeks $1 bn from IMF, WB to face COVID-19

Bangladesh has recently sought $1 billion in support from the...

Pic: Shutterstock

Textiles | On 31st Mar 2020

Cambodia to explore FTA with EAEU with Russian help

Cambodian deputy prime minister Hor Namhong recently met Russian...

Interviews View All

Poojaa Kumar Deepak, Zeven

Poojaa Kumar Deepak
Zeven

Zeven's performance sports apparel is designed for the Indian body type,...

Shiladitya K Joshi, Truetzschler India Private Limited

Shiladitya K Joshi
Truetzschler India Private Limited

India ITME provides a platform to interact with our stakeholders

Subhashini Srinivasan, The S Studio

Subhashini Srinivasan
The S Studio

Ethnicwear market will see an upward trend if uniqueness and quality are...

Sandip Bhojani, Manthan Patel,

Sandip Bhojani, Manthan Patel

Krypthm Tradelink LLP is a Surat-based manufacturer of westernwear....

Abhishek Dhanuka,

Abhishek Dhanuka

Vyom International Pvt Ltd, established in 2002, is one of Surat's leading ...

Abhishek Pachauri,

Abhishek Pachauri

Reckon Industries adapts latest systems for manufacturing from designing...

Georg Reinhold, Trützschler  Nonwovens & Man-Made Fibers

Georg Reinhold
Trützschler Nonwovens & Man-Made Fibers

Trützschler Nonwovens & Man-Made Fibers, a part of the Trützschler Group,...

Silke Brand-Kirsch, Schlegel und Partner GmbH

Silke Brand-Kirsch
Schlegel und Partner GmbH

<div>Schlegel und Partner is the market research and consultancy company...

Steve McCullough & Marco Weichert, Functional Fabric Fair & Design and Development GmbH Textile Consult respectively

Steve McCullough & Marco Weichert
Functional Fabric Fair & Design and Development GmbH Textile Consult respectively

Functional Fabric Fair is a trade-exclusive event showcasing the latest...

Rajesh Pratap Singh, Rajesh Pratap Singh

Rajesh Pratap Singh
Rajesh Pratap Singh

<div>Ace fashion designer <b>Rajesh Pratap Singh</b> has used Tencel to...

Robert Brunner, Devereux

Robert Brunner
Devereux

Golfwear and menswear brand Devereux is set for greener pastures. Robert...

Wendell Rodricks, Wendell Rodricks

Wendell Rodricks
Wendell Rodricks

"We should not compare India and the West. There are things we do that...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

Leave your Comments


March 2020

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.


Advanced Search