Reebok heats things up

The retailer has launched a Canadian campaign around the brand's new global tagline, "Live with fire."

Reebok Canada has launched a new campaign under the brand’s 2013 global tagline, “Live with fire.”

With creative from Exacto Communications and media by Carat, the new campaign includes 60-, 30- and 15-second TV commercials featuring NHL players John Tavares, Matt Duchene and Maxime Talbot doing some off-ice training (practicing CrossFit, which Reebok is the official partner of) while wearing clothes from the Reebok Training collection.

Stewart Clark, director of marketing, Reebok Canada, says that focusing the spot on hockey was a natural decision for the Canadian creative.

“At the end of the day hockey is the essence of Canadian culture, it is the life and breath of many Canadian consumers,” he says. “It was a natural fit to leverage hockey as it relates to the efforts the players are putting in off the ice towards their success on the ice.”

The TV spot, which launched on Super Bowl Sunday, will air predominantly during NHL programming, and will also appear online with digital takeovers on TSN, CBC and YouTube and before movies at Cineplex cinemas.

Predominantly targeting people aged 18 to 35, Clark says the demo the brand is trying to reach with the new spot skews towards hockey players and fans.

“We want to make sure we can drive reach and frequency through TV, also understanding the aptitude of this demographic online,” he says. “It is a completely Canadian-driven initiative and everything around Reebok for the year will be launched with this positioning.”