New global Reebok campaign to feature mobile health | Brands | Mobile Entertainment

New global Reebok campaign to feature mobile health

New global Reebok campaign to feature mobile health
Zen Terrelonge

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Brands / February 19th 2013 at 2:31PM

Wants to stir up passion in customers with new fitness app as part of 'Live With Fire' project.

Reebok has ditched celebrity ambassadors to focus on how it can truly market its products to consumers, Marketing Week reports, which will see the sports brand promote all types of fitness across different channels as part of the new 'Live With Fire' project.

Mobile is one such channel, and the company is producing a fitness app as part of the campaign. It will allow users to design workouts around walking, running, dance, yoga, and training, thus reaching customers with different interests to inject 'passion' into their exercise.

Mobile health and fitness is a lucrative space as demonstrated by Noom, which secured $2.6m in December, while the cost of the apps spike 25 per cent around New Year. Other campaign initiatives will include TV ads, real-world outdoor activities, and other digital elements.

Yan Martin, VP of brand marketing, said: "We’re celebrating individuals who find purpose by pursing their passions. We believe that everyone has the potential to transform their lives through fitness and creativity, and want to encourage this discovery, whether its through CrossFit or group training workouts, running clubs or another active pursuit."