Reebok Marketing

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Your Move

Framed

Reebok Nation

Fuel Yao's Unlimited Power

There Are Two People in Everyone

Run Easy

I Am What I Am

"Terry Tate: Office Linebacker"

Your Move

The Your Move global marketing campaign, kicked off in 2008 and continues to evolve Reebok's positioning as the brand that celebrates individuality, and supports those who choose to do things their way. The Your Move message is communicated to consumers through an integrated platform which includes: digital, TV, out-of-home, print, and PR.

Through the TV and web advertising, which features Thierry Henry, Jelena Jankovic and Alexander Ovechkin, Reebok invites consumers to watch these athlete’s moves and encourage them to share their moves on reebok.com/yourmove. On the site, additional consumer "moves" are also highlighted. These videos help add dimension to the campaign and serve as inspiration to other consumers to upload their own moves. To visit the Your Move site click here.

In addition to being featured in Reebok's digital and TV advertising, Henry, Jankovic and Ovechkin are joined by many of Reebok's other global brand icons, including Allen Iverson, Andriy Shevchenko, Yao Ming and Carolina Kluft in print and out-of-home executions. These executions allow the brand to deliver our "do it your way" philosophy through our athletes.

Framed

Created in partnership with Carat/MY Entertainment and Roadside Entertainment, “Framed” tells the unique stories of some of today’s top athletes from the perspective of some of Hollywood’s hottest stars. Celebrities featured in the original series include NBA All-Star Baron Davis “framed” by television and screen star Emmanuelle Chriqui, legendary basketball star Allen Iverson “framed” by music icon Nelly, one of the best global football players in the world Thierry Henry “framed” by acclaimed actress Paz Vega, the NFL's 2006 “Rookie of the Year” Vince Young “framed” by famed actress Regina King, and 2007 World Series winning baseball great David Ortiz “framed” by comedian Carlos Mencia.

The cutting-edge show captures the compelling journey of entertainment icons becoming first-time directors and professional athletes making their debut on the big screen. Each half-hour episode will follow the athlete/entertainer pair over two days as they get to know each other during the intricate film making process that culminates in the premiere of a short film.

Reebok Nation

During the 2007 World Series, Reebok aired a 30-second a local TV spot called "Reebok Nation" which showcased Reebok's incredible ties to Boston sports. The goal of the spot was to bring excitement to the Reebok brand in its own backyard during a very exciting time for Boston sports -- the Red Sox were playing in their 2nd World Series within 4 years, the Patriots were continuing their unbeaten streak, the new and improved Celtics and Bruins were kicking off their seasons and the Boston College Eagles football team was ranked #2 in the country.

The spot establishes a connection with Reebok and Boston's pro sports teams by showcasing many of the Red Sox, Patriots, Celtics and Bruins players who wear Reebok on the field. The spot also featured special appearances by actor Donnie Wahlberg, Boston sports legends Bobby Orr, Doug Flutie who labels Boston as "Reebok Nation" and then is followed by a special appearance by the mayor of Boston.

Reebok Nation aired locally in the Boston market through games 3 and 4 of the World Series and during Patriots, Bruins, Celtics and BC Eagles games.

To view the 30 second tv spot, please click here.

Fuel Yao's Unlimited Power

Fueling Yao’s Unlimited Power” is an interactive campaign encouraging fans to collectively give Yao strength and energy for his Olympic journey. The “Yao Ming Power Meter” will serve as the tracking device to measure Yao’s increasing support in his homeland. The unique campaign allows consumers to actively participate in adding to Yao’s force virally driving home the message that Yao is fueled to compete at his best by his loyal fans. In conjunction with the campaign debut, Reebok launched an interactive website www.reebokyao.com, which is created especially for Yao’s fans to demonstrate their support.

There Are Two People in Everyone

“Two People in Everyone” is a global marketing campaign that highlights Reebok’s unique brand point of view of celebrating an individual’s balance between sport and life. The gritty manifesto declares that there is more to an athlete than his or her sport:

“some maintain sports is a faction of elites.

that only the top 1% matter.

that those who allocate every waking moment to the perfection of their game trump all others.

that those who try to find a balance between sport and life are defeated before the opening buzzer.

we respectfully disagree.

actually, we disrespectfully agree.

actually screw those guys.”

The focal point of the campaign lies in the simple, but universal concept that there are at least two sides to everyone. From the superstar athlete, top model or pop sensation to the everyday consumer, everyone can relate to having at least two sides. By showcasing the distinct differences that stretch beyond athletic and entertainment talent, Reebok is focused on celebrating individuality.

Run Easy

Run Easy is a movement that defies the way brands have presented and consumers have thought about running. It challenges a running ideal that has been reinforced over time through brands targeting the core devoted runner, an ideal that focuses on pushing the limits, winning at all costs, and enduring the pain. Run Easy tells runners it’s OK to run within their comfort zone. Run Easy was born out of the conviction that running has, over time, become focused on performance, distance and time and as a result, brands have targeted the serious runner and ignored the rest. The result has been that running, which is the most accessible sport in the world, has become less than inclusive and discourages the active participant and new runner from joining in. Run Easy aims to change that perception. Run Easy encourages those who run to stay fit or run as part of an active lifestyle, those who just started running, and those who are thinking about getting active again. With Run Easy, Reebok celebrates and promotes the more social and fun aspects of running, encourages and empowers more people to participate, get involved, and get active at your own pace - and have fun while doing it.

I Am What I Am

In February 2005, Reebok launched its largest global integrated marketing and advertising campaign in nearly a decade. "I Am What I Am" was a multifaceted campaign which linked all of the brand's marketing and advertising efforts under the "I Am What I Am" umbrella. The campaign encouraged young people to embrace their own individuality by celebrating their contemporary heroes. Celebrities featured in the campaign included music icons Jay-Z, Daddy Yankee and 50 Cent; top athletes Allen Iverson, Donovan McNabb, Curt Schilling, Kelly Holmes, Iker Casillas and Yao Ming; screen stars Lucy Liu, John Leguizamo and Christina Ricci; and skateboarder Stevie Williams.

"I Am what I Am" became so meaningful and spoke so perfectly to the essence of Reebok that the following year, it was adopted as Reebok's brand attitude. "I Am what I Am" is a simple statement, with many interpretations, but for Reebok it means being proud of who you are. "I Am what I Am" is for those who have their own views and opinions and aren't afraid to share them.

"Terry Tate: Office Linebacker"

The 6-foot-7-inch, 320lb “Pain Train” ran through the homes of millions of viewers during the third quarter of Super Bowl XXXVII. The fictional character, Terry Tate dubbed the “Office Linebacker,” showed inconsiderate co-workers who was boss.

Fan favorite "Terrible Terry Tate" worked for the fictional company “Fletcher & Son’s," promoting proper office etiquette while looking stellar in Reebok product.

Reebok's "Terry Tate: Office Linebacker" campaign had tremendous global success. More than 20 million "Terry Tate" films were downloaded from the Reebok website. The campaign received global rave reviews, including being named the "Cannes Lions International Advertising Festival Golden Lion Award" winner, "Best Actor in a TV Commercial" and "Ten Most Liked and Downloaded Ads of 2003" by Advertising Age and "Most Likeable Ad of 2003" by USA Today.

The website and downloads are no longer accessible to view as the campaign has ended.