Reebok Embarks on International Fitness Marketing Campaign

Sportswear giant Reebok is now set to launch a global brand strategy with the aim of positioning itself as the world's primary fitness resource.

Reebok says the new strategy is designed to "change the way people perceive, define and experience fitness" and achieve their ambition "to bring fitness to the world and be seen as the world's fittest company".

Their extensive marketing campaign encompasses TV, print, digital and outdoor activities. It will feature top sportsmen, such as Lewis Hamilton and cricketer MS Dhoni.

"The Sport of Fitness has Arrived" campaign will also include a partnership with fitness programme CrossFit, a fitness training regime that combines strength and conditioning in 30-minute group sessions. It will be unveiled in the UK in March.

Experiential activity will see Reebok launching pop-up CrossFit gyms in shipping containers. They will be located in iconic places around the world such as London Bridge and the Empire State building.

Uli Becker, Reebok President, commented: "There is a shift happening today in the fitness world that is born from the idea that fitness can be a sport - with all the elements that we love about traditional sports."

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