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Reebok has become the latest brand to throw the spotlight on female empowerment with its new UK campaign by Venables Bell & Partners.
The global sport fashion label launched its latest, multi-channel push with creative celebrating a range of women each helping to bring positive change to the world in her own unique way.
They include crossfit superstar Katrin Davidsdottir, model Gigi Hadid, music artist Ariana Grande and actresses Danai Gurira and Nathalie Emmanuel, alongside women who have built history-making organisations based on female empowerment.
Reese Scott, founder of Women’s World of Boxing; Shannon Kim Wagner, founder of the Women’s Strength Coalition; Jenny Gaither, founder and CEO of Movemeant Foundation; and Yelda Ali, founder of Camel Assembly are all among those to be celebrated.
The work, which sees Reebok revisiting its female-oriented heritage, is the latest evolution of the brand’s ‘Be More Human’ campaign, calling on people “to be the best version of themselves physically, mentally and socially. “
Melanie Boulden, Reebok vice president of marketing, explained: “Reebok has a long history of empowering women and supporting those who empower others.
“We did this back in the 1980s, when the brand helped usher in a new fitness movement, led by women, that changed culture and made it ok for women to sweat and have muscles.
“We are still at it today, developing innovative product for women, by women, and encouraging females to experience the physical, mental and social transformation that happens when we move – the essence of our Be More Human philosophy.”
Campaign creative is based on inspirational quotes from each of the women, brought to life with bold typography. It is now being rolled out throughout the UK, including at a large Out Of Home installation at the BFI IMAX in Waterloo, London.
Will McGinness, executive creative director at California-based Venables Bell & Partners commented on his agency’s approach. He said: “Since the beginning of our partnership, we knew that Reebok has always been deeply committed to encouraging everyone to push through barriers to become their best.
“This latest effort is another chapter in the Be More Human narrative and recognizes an important moment in time to celebrate powerful women who are creating such positive change for themselves and for the world around them.”
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