Reebok readies global Run Easy campaign
By Adnews Staff
Athletic clothing company Reebok has begun a new international promotional campaign called “Run Easy.” The initiative promotes running as an enjoyable activity rather than a competitive activity. The campaign makes use of well-known sports personalities demonstrating how they run for enjoyment. Participating athletes include Allen Iverson, Thierry Henry, Carolina Kluft, Aries Merritt, Vince Young, Chad Johnson, DeAngelo Hall, Nicole Vaidisova, Rahul Dravid, MS Dhoni and Stevie Williams, among others. The initiative includes a television campaign created by Mcgarry Bowen of New York. The ads are airing in Canada during broadcasts of NBA games and the Mississauga Marathon, as well as in-stadium during Toronto Raptors games. Out-of-home executions in Toronto and Vancouver make use of copy such as, “Why hit the wall? It hurts.” Online advertising will also support the campaign. A website has been constructed at GoRunEasy.com by Molecular and Carat Fusion. Reebok will also sponsor a number of running events internationally as part of the program, including the Mississauga Marathon. “It’s about time to make a bold stance and bring the fun back into running and invite consumers of all levels of athletic ability to participate,” said Shelley Fisher, marketing director of Reebok Canada. “Through our ‘Run Easy’ movement, Reebok is defying the way competitor brands position running as a push-the-limits ideal.”