New Reebok campaign celebrates people who are transforming their lives through an active lifestyle

Close on the heels of MSD’s magnificent 224, Reebok Campaign features him in an all new Fitness Avatar

Mumbai, India4th March, 2013 This week, Reebok launches its new, fully-integrated marketing campaign – “Live with Fire”, continuing the global fitness brand’s mission to change how people perceive and experience fitness. With this campaign, Reebok shows how living an active lifestyle can inspire people to live their lives with passion, intent and purpose – and inspire others to do the same.

The 2013 “Live with Fire” campaign celebrates people whose lives have been transformed through their active lifestyle and in doing so unifies the brand’s marketing of its fitness and lifestyle business. In addition to featuring Reebok’s core pillars of training and running, the campaign reinforces Reebok’s commitment to women’s fitness through the introduction of its Dance and Yoga collections, as well as a renewed focus on walking.

The campaign builds off the brand’s 2012 campaign, “The Sport of Fitness Has Arrived,” which featured CrossFit as a symbol of the rapidly changing fitness landscape. The campaign illustrated how CrossFit builds community and confidence and fosters a spirit of competition and camaraderie.

“At Reebok, our mission is to empower people to be fit for life, but we don’t want people to move for the sake of movement; we believe movement is the path to becoming physically, mentally and socially stronger,” said Matt O’Toole, Chief Marketing Officer, Reebok. “Since we’ve sharpened our focus on fitness, we’ve seen how reaching goals and accomplishing new feats change people and their lives. We find our inspiration in these people, who live their lives with renewed passion and intensity, and affect others with their attitude. Among our employees and our consumers we’re building a community that pushes people to do and be more, and we want to inspire others to join this movement.”


Steve Mc Phereson, Brand Director, Reebok India said: “We offer a different perspective on a healthy lifestyle and creative expression. We’re celebrating individuals who find purpose by pursuing their passions which is so relevant in a country like India where passion and emotion cuts across all demographics. In a recent study we undertook to discover Fitness Trends with Indian consumers, it was found that while Indians males are actively pursuing running and “Gymming” – the name commonly used for in-gym training activity, women were fulfilling their fitness needs through dance, yoga, aerobics and walking. The Reebok House of Fitness addresses all these categories and more through specially designed product and marketing. Through our attitude of Live with Fire we intend to ignite all of these categories and build sustainable success stories.”

MS Dhoni who is currently at his fittest best attributes his renewed interest and vigor towards fitness to Reebok. Talking about the campaign he said “Live with Fire is the most powerful philosophy to come out of the Reebok stable in recent times. I personally relate to it. To me being fit means being energetic, being able to do more and living out my life wholly, without compromising. Live with Fire is a rallying cry to action that to me, means getting out of the spectator mode and participating actively. And I urge all those with an interest in sport to work on their fitness to fuel their dreams. Not to mention that while Reebok made me sweat it out like anything, I enjoyed the process and am proud to be a part of this campaign”

“Live With Fire” campaign rolls out with a 360 degree launch plan covering TV, Out of Home, Digital, Print and Events and Activations. Reebok’s core technology product – Realflex – positioned as the ideal training footwear is the main product focus of the campaign which is scheduled to go live in the 1st week of March. Reebok’s new marketing campaign takes innovation a notch higher with exciting initiatives packed across all media tools. While the brand intends to cut the clutter through impactful and larger than life moving shoe cut-outs in outdoor and a one of kind fitness activation on digital, it is also engaging the target audience through associations with gyms like Fitness First and Sport Fit by MSD.

After creating a strong buzz around Flex a Move – The First Ever Online Flash Mob in the World, Reebok is all set to launch “Ignite the Fitness Fire” – a mobile application that will encourage users to step into a Fitness Zone like Gyms/Parks etc and win exciting rewards while competing with MS Dhoni and beating him in the challenge. The app will be available on Apple and Android devices as well as online on Facebook.

About Reebok India

Reebok India has a pan – India presence with 500 exclusive franchise stores. The company’s brand vision is fulfilling potential, its mission – always challenge and lead through creativity. Reebok has a 1000 member strong instructor alliance in India. Reebok’s innovative footwear technologies like Easytone, Zigtech and RealFlex have set an all new benchmark in the industry. In the past, Reebok supported its fun with fitness brand promise through their global tie up with Cirque De Soleil for Jukari- Fit to Fly and Fit to Flex fitness program. In recent times, Reebok has also partnered with CrossFit – the revolutionary strength and conditioning program, to change the way people around the world perceive, define and experience fitness. Reebok has an 8 yearlong partnership with ICC and is the official outfitter for 3 IPL teams- Royal Challengers Bangalore, Chennai Super Kings and Kolkata Knight Riders. Reebok also supports athletes in hockey and tennis and is the official outfitter for Force India Formula one team. Reebok has an impressive list\ of brand ambassadors including the likes of Captain MS Dhoni, Gautam Gambhir, Irfan Pathan, Sandeep Singh and Sardar Singh among others.