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Reebok is leaving out celebrity athletes and making everyday young fitness enthusiasts the stars of their new marketing campaign, “Become More Human,” which focuses on the “new brand of athlete.” The first spot features footage of normal people pushing themselves physically, and includes shots of extreme races that Millennials have embraced.

Jan 30 2015

Reebok is leaving out celebrity athletes and making everyday young fitness enthusiasts the stars of their new marketing campaign, “Become More Human,” which focuses on the “new brand of athlete.” The first spot features footage of normal people pushing themselves physically, and includes shots of extreme races that Millennials have embraced. The campaign goes beyond commercials with a #BreakYourSelfie Instagram initiative and the “Be More Human Experience,” an interactive website that helps users to compare their physical traits against other members. (The Drum)