Reebok is launching one of two new TV ads that were created under the brand’s new “Ree” marketing platform. “Ree” is a fresh voice for the brand 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.
Lewis Hamilton, a British Formula One racing driver, became the key character of the innovative alternate reality game (ARG) for Reebok. The project drags fans into an engaging activity, where they help Lewis train and prepare to recover artworks, sculptures and manuscripts from thieves, who want to grab them.
Reebok launched a new collection of women colourful footwear Reetone, which helps tone ladies’ butt and legs with every step. The new set will be available soon and will make working out more effective, as the producer promises that the EasyTone technology, employed in the collection, improves muscle tone in the hamstrings, calves and glutes up to 28%.
Global brands are tending to support rather popular projects than indie ones, but there can be exceptions. Reebok has offered its financial support to the “Crooked Arrows” sports movie, produced by J. Todd Harris («Jeepers Creepers«), Mitchell Peck («Priest«) and Adam Leff («Valentino: The Last Emperor«). The film, which goes into production this spring, will be focused on the world of lacrosse, a team sport of Native American origin.
Giorgio Armani and Reebok International have announced their collaboration, which is set to result in a new great collection. The set of items, the EA7/Reebok collection, is combining active style with sport and technology. It will be sold through Emporio Armani boutiques, certain Reebok concept stores and preferred retailers worldwide, starting in July 2010.
At the Agenda show (January 8-9, 2010) the Reebok brand presented the public its early look into the Basquiat Affili’Art Collection, which will be launched next winter. The works by the famous neo-expressionism artist were taken as a background and became the key inspiration source for the new styles.