Reebok celebrates strong women and turns sweat into currency in the brand’s latest evolution of “Be More Human,” which first launched in 2015.
Actresses, athletes and businesswomen are surrounded by positive mantras to embolden other women to set goals, aim high and believe in themselves.
“While this is a campaign that elevates women, it is certainly not the first time Reebok has celebrated and supported women,” said Melanie Boulden, vice president of marketing at Reebok. “We were the first company to create a fitness shoe specifically for women, the iconic Freestyle sneaker, and to show that it was okay for women to have muscles, to sweat, at a time when this was not the norm. Our commitment to women remains our driving force today.”
Featured in the campaign, created by Venables Bell & Partners and Roundhouse, are actresses Gal Gadot, Danai Gurira and Nathalie Emmanuel; CrossFit athlete Katrin Davidsdottir; model Gigi Hadid; singer Ariana Grande and businesswomen 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.
Additionally, Reebok created 10 different limited-edition inspirational shirts with 100 percent of proceeds benefitting The Movemeant Foundation and The Women’s Strength Coalition.
Short on funds? Donate with sweat. This new iteration of #BeMoreHuman encourages people to post a sweaty, post-workout picture to Instagram or Twitter, using the campaign hashtag, or attend one of three “Donate in Sweat” events held in New York, Boston and San Diego.
“Within 12 hours of our first post, we drove the largest spike ever in #BeMoreHuman hashtag usage,” added Boulden. “Bear in mind that this is our brand’s central message and goes back to 2015. The hashtag was used and shared a third more than when we announced our partnership with Ariana Grande.”