Reebok's Be More Human Campaign Celebrates Those Who Push the Limits
Laura McQuarrie — February 6, 2015 — Marketing
References: reebok & brandingmagazine
Obsessive, crazy, extreme and weirdos are some of the words used to describe the sports fanatics in Reebok's Be More Human campaign, appealing to those who love to get dirty, sweaty, muddy and sore when they push their physical limits while working out. The ad campaign is essentially a modern interpretation of the Latin quote "Mens sana in corpore sano," meaning that the reason people continue to push through the pain is "To honor our bodies and sharpen our minds."
As a companion to several campaign videos, the Be More Human site also features a Human Score Quiz. The test evaluates people on several factors, including fitness, sociability, independence, and responsibility and the results include a summary of just how human you seem to be.
As a companion to several campaign videos, the Be More Human site also features a Human Score Quiz. The test evaluates people on several factors, including fitness, sociability, independence, and responsibility and the results include a summary of just how human you seem to be.
Trend Themes
1. Extreme Fitness - Opportunity for disruptive innovation in creating products and experiences for those who love pushing their physical limits.
2. Social Responsibility in Fitness - Opportunity for disruptive innovation in creating fitness products and experiences that prioritize social responsibility and community building.
3. Digital Fitness Experiences - Opportunity for disruptive innovation in creating digital fitness experiences that enable people to connect, compete and push themselves further.
Industry Implications
1. Fitness and Athletics Apparel - Opportunity for disruptive innovation in creating fitness apparel and products that support extreme workout conditions.
2. Fitness Tech - Opportunity for disruptive innovation in creating fitness technology that helps users stay accountable, motivated and socially connected.
3. Gym and Fitness Clubs - Opportunity for disruptive innovation in creating gym and fitness club experiences that prioritize community, social responsibility and extreme fitness challenges.
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