REEBOK: Rebranding
THE CHALLENGE
During my years on Reebok, the brand evolved from its deep association with professional sports toward a new focus on fitness.
THE WORK
NFL: MIGRATION
My art director and I created “Migration,” based on the idea that, like birds heading home in the fall, football players instinctively know when it’s time to return to the field.
Featuring 20 NFL stars, the spot was directed by two-time Academy Award winner Janusz Kaminski and named a Top Spot of the Week by SHOOT.
CROSSFIT: THE SPORT OF FITNESS
As Reebok shifted toward fitness, we used its NFL athletes to help introduce CrossFit to a broader audience. The campaign included spots with Peyton and Eli Manning competing in CrossFit, as well as Chad Ochocinco taking on CrossFit champion Annie Thorisdottir.
THE IMPACT
Reebok’s training business nearly doubled, eventually accounting for roughly 34% of sales. By the end of 2015, the brand had recorded 11 consecutive quarters of growth and three straight years of double-digit growth in training.
Reebok Migration: TV
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