Maybe they are crazy to spend every day sweaty, bloody, muddy, beaten and sore. We watch them and we think, “They must be obsessive, fanatical and extreme.” They are the tough fitness athletes that keep pushing themselves to the brink, every single day. And we all know at least one person who falls under that dazzling realm.
“There’s a new breed of athletes. These are everyday people and these are the athletes the world should hold up as role models,” says Yan Martin, Vice President of Global Brand Communications at Reebok. The new brand of athlete can be a friend or family member who has decided to take on a tough fitness lifestyle, but why do they do it?
To become better humans.
Reebok believes that fitness is not just a physical activity – it’s something you do to enhance your body and become a better, stronger person. “Reebok believes that by pushing ourselves to the brink and testing our limitations, we have the power to transform ourselves not only physically but also mentally and socially,” says Matt O’Toole, Reebok Brand President.
And for that, the 2015 Reebok campaign looks to celebrate and support the efforts of everyday athletes who embody the tough fitness lifestyle. Reebok issued a bold challenge for the world to “Become More Human” with its new, fully-integrated marketing campaign, continuing the global fitness brand’s mission to change how people perceive and experience fitness. The three sides representing the physical, mental and social change that comes through living a fitness lifestyle.
Reebok also released a film titled “Freak Show,” available at reebok.com/bemorehuman, which acknowledges that tough fitness is a lifestyle not always understood. Its methods are intense, demanding and require real commitment.
Courageous and cinematic, “Freak Show” is a story with captivating intensity that showcases everyday athletes embodying what it truly means to “Be More Human” as they meet and tackle different fitness challenges transforming them to be better leaders, better parents and more capable humans. Directed by AG Rojas in partnership with Venables Bell & Partners, the 60-second TV spot juxtaposes the merits of tough fitness and how it benefits humans in their everyday lives. “For these individuals, the achievement and acclaim doesn’t come in obscene paychecks and gold medals – it comes from the realization that they are transforming their lives through fitness, and in the process they’re transforming the lives of their communities. We acknowledge and salute these new athletes who challenge themselves daily in search of greater rewards,” Martin adds.
“Be More Human” with Reebok at The Avenues Mall, phone 2220 0509 or at Al Kout Mall, phone 2393 0447. For more information visit www.aaw.com, discover Reebok on Facebook, Twitter or YouTube @Reebok, or head to news.reebok.com.
