Reebok launched its new, fully-integrated marketing campaign – Live With Fire – continuing the global fitness brand’s mission to change how people perceive and experience fitness. With this campaign, Reebok shows how living an active lifestyle can inspire people to live their lives with passion, intent and purpose – and inspire others to do the same.

The 2013 �”Live With Fire�” campaign celebrates people whose lives have been transformed through their active lifestyle and in doing so unifies the brand�”s marketing of its fitness and lifestyle business. In addition to featuring Reebok�”s core pillars of Training and Running, the campaign reinforces Reebok�”s commitment to women�”s fitness through the introduction of its Dance and Yoga collections, as well as a renewed focus on Walking. 

The campaign builds off the brand�”s 2012 campaign, �”The Sport of Fitness Has Arrived,�” which featured CrossFit as a symbol of the rapidly changing fitness landscape. The campaign illustrated how CrossFit builds community and confidence and fosters a spirit of competition and camaraderie.  With �”Live With Fire,�” Reebok is broadening this message and issuing an invitation to people to pursue their passions and to live life in a way that will inspire others to follow.

�”At Reebok, our mission is to empower people to be fit for life, but we don�”t want people to move for the sake of movement; we believe movement is the path to becoming physically, mentally and socially stronger,�” said Matt O�”Toole, Chief Marketing Officer, Reebok. �”Since we�”ve sharpened our focus on fitness, we�”ve seen how reaching goals and accomplishing new feats changes people and their lives. We find our inspiration in these people, who live their lives with renewed passion and intensity, and affect others with their attitude. Among our employees and our consumers we�”re building a community that pushes people to do and be more, and we want to inspire others to join this movement.�”

Yan Martin, Vice President of Brand Marketing, said: �”We offer a different perspective on a healthy lifestyle and creative expression. We�”re not featuring the aspirational actions of today�”s superstar millionaires in this campaign; we�”re celebrating individuals who find purpose by pursuing their passions. We believe that everyone has the potential to transform their lives through fitness and creativity, and want to encourage this discovery, whether it�”s through CrossFit or group training workouts, running clubs or Spartan races, high-energy Latin Dance classes or physically-challenging Yoga classes, intense fitness walks or another active pursuit.�”

�”Live With Fire�”

The multi-channel campaign communicates �”Live With Fire�” through TV, print, digital and OOH media, as well as consumer events and activations. It will officially kick-off with a TV advertisement on February 15th on ESPN and will be supported with print and digital media.

The advertisement, available at,, depicts seven inspirational stories � CrossFitters working to make sure every rep counts; a running club doing last man sprints; a Latin Dance class mastering a routine; two women catching the sunrise on an early morning walk; two men racing each other to the top of a stadium; a yoga class attempting a challenging inversion flow; a group pushing themselves to the limit at an early morning workout; and Spartan racers fighting to the finish.

The �”heroes�” in each story embody what it truly means to �”Live With Fire�” as they meet and tackle different challenges and celebrate their achievements. Featured in the spot is yoga expert and Reebok ambassador, Tara Stiles, and Josh Bridges, runner up from the 2011 Reebok CrossFit Games – the world�”s premier test to find the Fittest on Earth�. In addition to these athletes, Reebok scouted CrossFitters, runners, dancers, yoga instructors, fitness walkers and an up-and-coming band, Driemanskap, for the TV, print and digital work. Rick Ross and Tyga are featured in new print and digital work to support Reebok Classics.

Specific �”Live With Fire�” creative executions will support Reebok�”s key fitness products such as RealFlex and ZigTech; introduce Reebok�”s new SubLite footwear and Reebok �” Apparel; and showcase Reebok Women�”s fitness, including the new Dance and Yoga collections. These elements, which include TV, print, digital and OOH media, continue the story of the launch spot highlighting the key usage and benefits of each product.

Following the launch of the TV campaign, Reebok will continue to inspire and demonstrate how to �”Live With Fire�” with the launch of the Reebok Fitness app.  Designed to inject variety into stale workout programs, the Reebok Fitness app will help people rejuvenate tired fitness routines by creating new and varied workouts using a combination of popular disciplines � Walking, Running, Dance, Yoga and Training. The app will be available on Apple and Android devices as well as online.

A key component of the campaign is a digital consumer activation allowing people to be part of, and share in, Reebok�”s �”Live With Fire�” mission. Last month, Reebok kicked off a worldwide competition in partnership with crowdsourcing agency, MOFILM, to identify young, talented filmmakers to create films that celebrate true stories of inspirational people who live every day with passion, intent and purpose. Reebok will use these stories and a social media-driven campaign to inspire people to share their own stories.