Sportswear brand Reebok employs artist Sara Shakeel and CrossFitGames athlete Jamie Greene for an empowering campaign that supports women in sports. The message of the initiative seeks to boost the confidence and perception people have of their bodies, fitness levels and active habits. In addition, the empowering campaign does not only seek to promote a healthy lifestyle, but also aims to liberalize individuals from the oppressive notion that muscles are unattractive for women.
Sara Shakeel collaborated with Jamie Greene on a gutsy and original project, where the artist decorated the CrossFit athlete's "enviable six-pack abs with glittering crystals." The merit of the creative project was quickly picked up by the industry and as a result, the two inspiring ladies became a part of sportswear brand Reebok's wonderfully empowering campaign.
Diamond-Encrusted Six-Pack Abs
Reebok, Sara Shakeel & Jamie Green Launch an Empowering Campaign
Trend Themes
1. Body Positivity in Fitness - Opportunity for fitness brands to promote and celebrate all body types and fitness levels
2. Art-based Marketing - Opportunity for brands to partner with artists for unique and eye-catching campaigns
3. Luxury Fitness Accessories - Opportunity for brands to explore high-end collaborations and products that merge fitness with luxury
Industry Implications
1. Fitness Industry - Opportunity for fitness brands to better represent and support all types of athletes
2. Art Industry - Opportunity for artists to partner with brands for creative and inspiring campaigns
3. Luxury Goods Industry - Opportunity for luxury brands to expand into the fitness market and create unique, high-end fitness accessories