Campaign US – Q+A: Reebok CMO Yan Martin on the benefits of yoga and the downside of the Olympics
August 22, 2016
by Ilyse Liffreing, Campaign
The fitness brand that strives to “Be More Human” would rather validate than compete with you
Earlier this month, thousands of Delta Airlines passengers became stranded in airports nationwide due to a massive computer crash. Reebok saw an opportunity and leapt into action, surprising frustrated travelers with stress-reliving workouts.
Activations like this—nimble, playful and centered on self-betterment—are one of the reasons the Adidas-owned brand has bounced back after years of lagging sales. Determined to stand out from competitors like Nike and Under Armour, Reebok has lately reinvented itself as the brand for amateur athletes more interested in achieving peace and health than dominating a rival.
Original article here.
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