Feb 3, 2010

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

After Reebok Easytone brought some great curves to the Americans, the campaign has arrived in Asia-Pacific to promote the Spring/Summer SS10 collection.

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


Related Articles

Just Published

2 hours ago

Woolley Marketing: Does the work still do the talking?

There was a time when the work spoke for itself—reels packed with iconic ads that did the creative magic. Today, in a fragmented media world, even award-winning work needs a story to grab attention. Darren Woolley asks: Does the agency reel still do its job?

23 hours ago

Why Thailand is a shining example of LGBTQIA+ brand ...

In a year marked by global uncertainty for LGBTQIA+ rights, Thailand’s vibrant Pride celebrations and evolving brand partnerships offer a blueprint for authentic inclusion in Asia.

1 day ago

Under Armour appoints OMD as media AOR in APAC

The $40 million APAC media win consolidates the agency's global partnership with Under Armour, adding to its existing remits in North America and the EMEA.

1 day ago

2025 Cannes Contenders: David Guerrero handpicks ...

Kicking off this year’s Cannes Contenders series is a selection from David Guerrero, creative chairman of BBDO Guerrero.