From our friends at Reebok:
CANTON, Mass. – February 15, 2013 – This week, Reebok launches its new, fully-integrated marketing campaign – “Live With Fire”, continuing the global fitness brand’s mission to change how people perceive and experience fitness. With this campaign, Reebok shows how living an active lifestyle can inspire people to live their lives with passion, intent and purpose – and inspire others to do the same.
The 2013 “Live With Fire” campaign celebrates people whose lives have been transformed through their active lifestyle and in doing so unifies the brand’s marketing of its fitness and lifestyle business. In addition to featuring Reebok’s core pillars of Training and Running, the campaign reinforces Reebok’s commitment to women’s fitness through the introduction of its Dance and Yoga collections, as well as a renewed focus on Walking.
The campaign builds off the brand’s 2012 campaign, “The Sport of Fitness Has Arrived,” which featured CrossFit as a symbol of the rapidly changing fitness landscape. The campaign illustrated how CrossFit builds community and confidence and fosters a spirit of competition and camaraderie. With “Live With Fire,” Reebok is broadening this message and issuing an invitation to people to pursue their passions and to live life in a way that will inspire others to follow.
“At Reebok, our mission is to empower people to be fit for life, but we don’t want people to move for the sake of movement; we believe movement is the path to becoming physically, mentally and socially stronger,” said Matt O’Toole, Chief Marketing Officer, Reebok. “Since we’ve sharpened our focus on fitness, we’ve seen how reaching goals and accomplishing new feats changes people and their lives. We find our inspiration in these people, who live their lives with renewed passion and intensity, and affect others with their attitude. Among our employees and our consumers we’re building a community that pushes people to do and be more, and we want to inspire others to join this movement.”
Yan Martin, Vice President of Brand Marketing, said: “We offer a different perspective on a healthy lifestyle and creative expression. We’re not featuring the aspirational actions of today’s superstar millionaires in this campaign; we’re celebrating individuals who find purpose by pursuing their passions. We believe that everyone has the potential to transform their lives through fitness and creativity, and want to encourage this discovery, whether it’s through CrossFit or group training workouts, running clubs or Spartan races, high-energy Latin Dance classes or physically-challenging Yoga classes, intense fitness walks or another active pursuit.”