Reebok is a once loved fitness brand whose sales have steadily been declining since the end of the 1980s. Since Adidas bought the brand in 2006, Reebok has been trying to reinvent itself by reinventing itself as a pure fitness brand. Key to this success is leveraging the new wave of social fitness - camaraderie, competitiveness and getting out of enclosed gyms and into the world – The Fit Generation (FitGen™ is trademarked by Reebok).

The brief was all about creating a human relationship with fitness in a digital world, creating a brand campaign that created a role for Reebok in the consumer’s everyday lives.

Our objectives was to increase Reebok brand awareness in the region by creating buzz around the Gym is Everywhere campaign by leverage User Generated Content and social media to drive traffic to the website.

The story was launched with hero videos released for Beirut, Cairo and the GCC with well-known influencers taking the city on as their personal gym asking ‘Where is Your Gym?’ inspiring people to share their response with the hashtag. Under the slogan #GymIsEverywhere, the campaign pays tribute to the unique history and stories in the cities that surround us, and the driven FitGen™ in them who see its unmatched possibility to challenge and innovate. It is about utilizing the world around them and finding the new and unique ways each workout can drive you to be more human. All user generated content was amalgamated on the microsite with a location map of posts to highlight fitness hotspots within the city. All users had to do was snap a pic, tag their workout location and share it on Instagram, they could then download a 10% discount voucher from the microsite.