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Volume 24 No. 158
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Reebok Launching New Marketing Strategy To Showcase Athletes, Products In Action

Reebok will be "launching a new marketing strategy for spring with a Fitness in Motion look book that embodies the brand's rich heritage of training, running and fitness," according to Karyn Monget of WOMEN'S WEAR DAILY. Photographed by Carlos Serrao, "each product -- whether it's a sports bra, a tank, yoga pants or boardshorts -- is brought to life in detail as athletes move through their respective fitness disciplines." The athletes include Reebok CrossFit Games specialists Garret Fisher and Lindsey Valenzuela, Olympic middle-distance runner Carrie Tollefson and Spartan obstacle course racer Hunter McIntyre "wearing the Reebok Running collection," while yoga instructor Tara Stiles is "in the Reebok Yoga collection." Fitness instructor Vanessa Vassallo practices "dance steps in the Reebok Dance collection." Reebok VP/Global Brand Marketing Yan Martin said that the new online look book, which is "aimed at the media, consumers and retailers worldwide, will be supported by social media outlets to engage the audience with the brand" (WWD.com, 12/26).