Reebok India, last in news for the hugely talked about ‘Butt Revolution’ campaign, has launched a new campaign named, ‘The sport of fitness has arrived’ in Mumbai. Through it, Reebok aims to change the way people perceive, define and experience fitness.
The campaign projects the concept of fitness as one that is about the community, camaraderie, competition and results through its focus on CrossFit as an extremely popular fitness movement around the world.
“Today the picture of fitness is one person on a treadmill running in one corner of the gym; we are saying we will change it into a sport. When people see it as a sport, they will start cheering and competing with an element of camaraderie. Sports are about the whole drama of taking sides and infusing the element of fun. Once someone tries it, they will become a CrossFit fan,” said Sajid Shamim, Brand Director, Reebok India.
Keeping in mind the international concept of CrossFit, the creative campaign has been executed by the international agency, McGarryBowen. The TVC of the campaign depicts the arrival of CrossFit and begins with containers leaving Reebok World and going across the globe with people curiously staring at it. After this build up, at the finale of the TVC, a door is opened and a flurry of activity is witnessed with numerous people doing CrossFit.
Though the fitness segment has been significantly growing, is India ready for a campaign of this nature? Shamim seems convinced it is. “CrossFit extends our earlier positioning of fitness, and also reinforces it; we are now taking fitness to a much edgier level. It is a movement which we have been nurturing for long time,” said Shamim.