Reebok Releases its New Online Marketing Campaign
Reebok has recently introduced its new global “The Sport of Fitness Has Arrived” web marketing campaign. The campaign is designed to promote the sport and training program of Cross Fit. As part of their online marketing portion of the campaign, social media management plays a key role. Keeping track of the buzz developed from their television and YouTube ads, as well as print and other media ads, is essential to understanding the effect their ads are having.
The goal of the ad campaign is to foster awareness about Cross Fit and introduce it as a sport. Cross Fit and Reebok are uniting their efforts in order to show the world that fitness can be just like any other sport. If you think about it, the Olympics recognize power lifting as a sport, but it is a fitness technique too. This is a fitness program that strives to combine many forms of fitness techniques. Cross Fit strives to create a complete athlete out of people from all walks of life.
This is not only a way to get and stay fit, but is also a way to build character, camaraderie, and confidence just as most any other sport would. Because it combines many techniques and combines the essence of sport with the essence of fitness, the individual is competing against themselves and others. Because the fitness element is connected to the sport element, Cross Fitters mostly look to cheer on their competitors. Think of it as a group of individuals going to a gym; while they are there they compete with themselves to do better than they did before, while helping the other members of the group do their best.
Cross Fit tries to build a true community that is bound by the common belief that fitness can help to bring out the best in a person. Just as many other sports can bring groups of people together, Cross Fit does the same. It tries to push people to their limits using high intensity drills that can have real world applications. For some, Cross Fit is not just a way to stay fit, but a way of life. It can help a person increase their speed, agility, endurance and strength, but it will also help them build their spirit.
Reebok is the sponsor of the Cross Fit Games, which is a competition held by the program’s community to find the fittest man and woman in the world. As the sponsor of these games and of the program’s community, Reebok has come to believe in the capabilities of Cross Fit. As such they have created the “The Sport of Fitness Has Arrived” campaign as a way to translate their belief of Cross Fit to the rest of the world. Reebok believes in the notion that fitness can be fun. At the end of the day most, if not all, Cross Fitters join because they want to stay in shape and be a better, stronger, fitter person, not because they want to win titles and championships.
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February 5, 2012 | Posted by Tim Greening
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