Reebok Launches New TV Ads

NEW YORK, Mar 11, 2010 / FW/ — “Reethink,

Reesport and Reejoy” are the new mantras of
Reebok as the shoe giant launches it new TV
ads for its ZigTech shoes.
Created under the brand’s new “Ree”
marketing platform, the new ads are part of
Ree’s fresh voice for the label 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 today 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.
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.”