How do we create a unique identity for Reebok that truly speaks to women?
We Had Two Weeks to Correct Five Years of Decline and Neglect.
We were given two weeks to find a way for Reebok to authentically connect with the female market, and, in doing so, leapfrog other brands’ pre-existing campaigns.
“Brands are still telling us who we can be. Strong AND beautiful. Smart AND sexy. We’re not just two things, we’re multi-dimensional human beings.”
A Culture of Labels.
Women are constantly bombarded with media telling them what they can and cannot do, what they should and should not be.
A category that looks, feels, and sounds the same.
Identicalness has become commonplace as liberating female athletes from labels has become the category convention. This is causing brands’ ideologies and messaging to look, feel, and sound similar.
Athletic brands are substituting genuineness for reruns and aspiration for fantasy. This in turn is curtailing their ability to connect authentically with their target audience.
“Simpsons Did It” Effect
With every new campaign the creativity pool gets smaller and the ability to stand out as an athletic brand deteriorates. Topics such as young girls in sports, society’s placing limits on women, and sexual biases, have all been addressed in recent competitor campaigns.
This issue reminds me of a South Park episode where they couldn’t come up with an original script because The Simpsons had already done it. As strategists, we knew that we needed to find a direction for Reebok that was unique to the category.
Accepting Imperfections Is The Gateway to Discovering Your Strengths.
In a world run on perceived perfection, we crave brands who are willing to be imperfect and vulnerable. Over 90% of the women we interviewed felt an authentic connection to Glossier. Glossier has differentiated themselves in the makeup industry by going against convention and showing the true power and emotion of unpolished beauty. With this insight we redefined our problem.
How do we make Reebok feel less manufactured and more real?
CrossFit is a Catalyst for Athletic Authenticity.
CrossFit has the ability to tear down sexual divides and expectations, daring you to find your inner strength. It offers an unfiltered view into the sweat, blood, tears, and cheers that makes fitness compelling. Reebok can use the unfiltered culture of CrossFit to guide them to an unclaimed territory in the athletic market.