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Marketing Week: Reebok seeks filmmakers to fuel campaign

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Reebok is inviting fans to produce short films that celebrate people’s everyday passion for fitness as it looks to adopt more user-generated content in its marketing.


The sportswear brand has partnered with crowdsourcing agency Mofilm to launch the global competition and will commission the best ten filmmakers to produce short films starring several of its global ambassadors such as F1 Driver Lewis Hamilton and cricketer MS Dhoni.

The films will form part of the brand’s ‘Live With Fire’ project, which launches later this quarter. It marks the first time the brand has opted to crowdsource content since launching its bid to become the world’s primary sports brand last January.

Matt O’Toole, chief marketing officer at Reebok, says the project is a chance to capture “inspirational stories” that occur everyday in fitness and share them worldwide.

The initiative is the first phase of Reebok’s marketing campaign for 2013, which moves the brand’s strategy on from its previous focus around fitness programme Crossfit. The business hopes to be less dependant on major sponsorship deals and strike more partnerships around fitness categories such as running, gym, yoga and dance.

It is hoped the move can help turnaround the fortunes of the sportswear business, which reported a 25 per cent fall in sales in its third quarter. Most recently the company lost out to Nike on a contract to supply products to the US national Football League (NFL).

Article by Sebastian Joseph of Marketing Week


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