Reebok is kicking off “a new global marketing campaign called ‘Live With Fire’ about the more holistic benefits of exercise,” according to Karl Greenberg of MARKETING DAILY. The effort -- comprising “TV, print, digital and out-of-home media as well as consumer events and activations -- focuses on people who have made major lifestyle changes by getting off the couch and being active with others.” Rather than using the “tried and maybe-not-true method of using cyborg-level athletes whom most of us can only dream of being as proxies for products, Reebok is going more toward the real-people approach.” The campaign “extends its core training and running focus to yoga and dance, partly to appeal more to women.” The company said that there also is “a renewed focus on walking.” Reebok said the new campaign is under the aegis of last year's “The Sport of Fitness Has Arrived.” Reebok Global Brand Marketing Head Yan Martin said, “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." The campaign launched last Friday “with a TV advertisement airing on ESPN,” and support will “come through print and digital media elements.” The ad features “yoga expert and Reebok ambassador Tara Stiles, and Josh Bridges, runner-up from the 2011 Reebok CrossFit Games.” The company said that the ad is “peopled with runners, dancers, yoga instructors, and fitness walkers using CrossFit products” (MEDIAPOST.com, 1/15).
