Reebok breaks new campaign
By Adnews Staff
Athletic footwear company Reebok has begun an international advertising campaign called “Sport the Unexpected.” The effort features a 90-second launch video called “Storm the Court,” which depicts a pick-up basketball game interrupted by a young girl who compels the players to dance. The video promotes the brand’s Aztrek Double all-terrain shoes. Two additional executions will be released later in the year. In Canada, the campaign will include out-of-home advertising in Toronto and Montreal, accompanied by digital and social media content. It was created by Venables Bell & Partners.
“Reebok has been its most successful when we’ve been bold and provocative, when we’ve had a strong perspective on culture and embraced being daring and different,” said Melanie Boulden, global head of marketing and brand management at Reebok. “If you look at the marketing coming from our industry over the years, it looks similar. With this campaign, we’re breaking convention and offering an alternative point of view on sport and life. We want consumers to know there is an alternative in the category. We want them to be proud to sport the unexpected.”