Sadly, I was unable to attend the media launch of the new Reebok SC87 marketing campaign late last month in Toronto. (I know from past experience that Reebok always puts on first-class media events.)
But here are the highlights for my loyal readers:
Reebok invites Canadians to Live With Fire like Sidney Crosby in new campaign
Campaign reinforces Reebok’s resolve to live life with passion, intent and purpose
Toronto, ON – On Saturday, September 28, Reebok Canada launched its new fully integrated Reebok SC87 marketing campaign alongside its Fall/Winter 13 Reebok SC87 Collection of footwear and apparel. Living under the brand’s global tag line Live With Fire, Reebok officially unveiled its new TV commercial featuring three-time NHL All Star Sidney Crosby. The campaign, which features Crosby working out in his new signature Reebok SC87 performance products, integrates authentic training exercises, selected from Sidney’s personal training routine.
Starting October 1, during the NHL’s 2013 season opener between the Toronto Maple Leafs and Montreal Canadiens, Reebok’s new SC87 commercial will air nationwide for four weeks, showcasing Crosby preparing for the 2013 – 2014 season in his Reebok SC87 collection.
“We wanted to make sure that this commercial was rooted in authenticity, and that it captured Sidney’s deep commitment to fitness. There was no acting on Sidney’s behalf during the shoot; we were able to capture him in the moment, demonstrating his tremendous focus and drive,” said Michael Rossi, VP of Reebok Canada. “As the leading fitness brand, we want consumers to connect with our brand promise of living a life with passion and purpose, and Sidney Crosby is the perfect example of the role that fitness can play in doing so.”
Select media were invited to work out with Sidney Crosby’s personal trainer, Andy O’Brien, in the Reebok Hockey Training Media Challenge during the Road Hockey To Conquer Cancer tournament, which Reebok sponsored once again this year. Guests got to perform the same exercises seen in Reebok’s new TV commercial and measure themselves against last year’s Lester B. Pearson award winner, while learning about the benefits of Reebok’s new SC87 collection. Reebok also donated $35,000 to Road Hockey to Conquer Cancer, benefiting The Princess Margaret Cancer Foundation.
Media attend the Road Hockey to Conquer Cancer tournament showcasing the new Reebok SC87 Collection.
The comprehensive public relations program also encompasses a media tour with Crosby’s personal trainer Andy O’Brien, as well as a social media behind-the-scenes film, which gives viewers a backstage look as to how the new commercial was produced. The film includes interviews with Reebok’s above-mentioned Rossi, as well as Reebok’s Brand Leader, Stewart Clark.
Jason Martin, Marketing Coordinator, Reebok Canada and Andy O’Brien, Sidney Crosby’s personal trainer, demonstrate exercises at the Road Hockey to Conquer Cancer tournament.
In addition to the film, Reebok also developed a series of videos featuring O’Brien and explaining the technical aspects and performance benefits of the three key exercises performed by Crosby in the brand’s new commercial. These clips can be seen online on Reebok Canada’s YouTube page.
The campaign incorporates a new TV commercial in 30 and 15-second formats featuring the First Team NHL All-Star from Cole Harbour, NS, and is set to air nationally on TSN, TSN2 and CBC during hockey broadcasts. High-impact digital placements on YouTube, TSN.ca and NHL.com, which include site takeovers, pre-rolls and standard digital banners, will drive impressions and awareness. The commercial can also be seen on Reebok Canada’s YouTube page.
A comprehensive in-store Point-Of-Purchase program supports the campaign at Sport Chek and Reebok stores. The POP is focused on extending the consumer journey from what is seen on television to the actual footwear shelves and apparel fixtures in stores.
All campaign elements, including TV, digital and in-store marketing, public relations and social media were handled by Montreal-based agency Exacto Communications.
“Often when we see great athletes like Sidney Crosby we feel like their success is unattainable, as though they possess this certain talent that we lack. The fact however is not quite that simple; it takes an enormous amount of effort and dedication to become the best. Through this campaign we are showing you how hard even those with talent have to train in order to achieve greatness, while telling you that no matter what your endeavor, it is not talent alone that will make you succeed but unrelenting will, effort, and drive will get you to your goal,” said Benoit Allaire, VP and owner of Exacto Communications.
The Reebok SC87 apparel line, Sidney Crosby’s signature collection of Reebok ONE Series apparel, incorporates Reebok’s latest and most innovative fitness apparel technologies. Reebok PlayDry is a moisture management system designed to wick away moisture from the body, keeping you dry while working out. In addition, flat locked stitching and engineered arm openings provide ease of movement during any workout.
Kirk Steffan, Brand Marketing Representative at adidas Group, at the Road Hockey to Conquer Cancer tournament showcasing the new Reebok SC87 Collection.
The Reebok SC87 collection is available at Sport Chek, Sports Experts and Reebok stores across Canada, as well as on www.reebok.ca.