Reebok | Easytone Ree-Tone SS10 Campaign | Asia-Pacific

The campaign is being rolled out in eleven markets across the region including Hong Kong, China, Japan, Korea, India, Australia, Thailand, Indonesia, Malaysia, Singapore and The Philippines.

Targeting women in their 20s and 30s, the Easytone project prompts people to “Ree-think” the definition of sport.

Here are the facts: the sneakers are designed by NASA engineer Bill McInnis and the balance pod system generates up to 28 per cent more activity on the muscles than ordinary trainers.

The Easytone campaign is not about sweating or working hard. “It is an out-of-the-gym workout experience. Women are working out just by wearing the shoes,” said Celine del Genes, head of marketing at Reebok Asia-Pacific. “We’re not about being bigger, better or faster. We’re about getting to where we want at our own pace, stretching our own limits. We want our consumers to have fun while staying in shape,” she added.

The promotion will involve print and outdoor advertisements along with digital promotions. Through this campaign, Reebok is positioning the brand as a lifestyle sportswear company rather than a hardcore sports brand.





Credits:
Project Easytone Ree-Tone SS10 Campaign
Client Reebok
Creative agency DDB Worldwide
Chief creative officer Amir Kassaei
Photographer Felix Larher
Exposure Print, outdoor, online