Reebok Forever, campagne de l’extrême

Reebok repousse les limites de la communication et du sponsoring à l’extrême.

Pour sa campagne « Reebok Forever », la marque invite les fans de fitness et de la marque à se faire tatouer le logo Reebok pour tenter de remporter un contrat de sponsoring d’environ 4 000 euros. Le but est simple : celui qui se fait tatouer le plus gros logo Reebok remporte le lot. 3 000 euros de la somme gagnée doit être échangée contre des produits de la marque dans un magasin ou l’e-shop Reebok, les 1 000 euros restants correspondent à l’accès illimité à des activités de fitness en salle pendant 1 an. Un studio de tatouage éphémère sera ouvert par Reebok en collaboration avec Salong Betong pendant une journée, le 30 août à Stockholm. Tous les participants gagnent un lot d’une valeur de 500 euros, la moindre des choses pour avoir le logo Reebok inscrit à vie sur le corps.

Les pratiquants de CrossFit sont la cible de cette campagne, public que Reebok a mis au centre de sa stratégie depuis quelques années. L’univers CrossFit a servi de tremplin à Reebok pour le lancement au printemps dernier de son nouveau logo. Cette évolution d’identité est synonyme de changement pour la marque qui se concentrait jusque là sur les athlètes professionnels et qui, aujourd’hui privilégie les amateurs pratiquant intensément leur discipline. La mise en avant du logo est l’objectif principal de cette campagne #ReebokForever. La philosophie de la marque est résumée dans son slogan évocateur : « Pain is temporary. Reebok is forever ». Le tatouage, œuvre indélébile, illustre parfaitement le slogan.


Reebok met en avant l’esprit YOLO (« You Only Live Once » littéralement « On ne vit qu’une fois ») sur son site dédié à la campagne afin d’inciter les internautes à participer. Cette campagne « choc » permet de mettre en avant la marque Reebok et sa communication décalée par rapport à ses concurrents, nous attendons la fin de cette opération pour connaitre le nombre de participants et la photo du tatouage gagnant !

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