Reebok wants you to “Be More Human”. Huh? That was my initial reaction when I heard about Reebok’s newest campaign. Keep in mind this was before I saw any of the ads that were launched this yesterday. “Be More Human”… as opposed to a robot or an alien? What exactly was I doing that was so un-human like that Reebok wanted me to change? I wasn’t quite sure. When the ads were released and I checked out the new website, it started making sense what their “be more human” was encouraging homo sapiens to do.
On the Reebok site it reads, “It might be time to break your selfie addiction” they had me. We’ve all taken at least one selfie, if you’re saying no I haven’t I don’t believe you. Unless of course you don’t own a phone and you’re reading this at the public library, in which case my bad. The selfie world has truly become an addiction for many, especially in the world of fitness. If you have any doubts just look at many of the current IFBB Bikini Pros and you’ll see what I’m talking about. If you see one selfie or booty selfie or boobsweat selfie you can bet there were probably a dozen more that weren’t the right angle or in the right light before getting a filter (despite being hash tagged #noFilter or #unedited) on instagram.
Sorry, selfie rant. I’m not a fan. So ya back to Reebok. YES IT IS time to break your self addiction, not “might be time” it IS TIME. Reebok wants you to #BREAKYOURSELFIE ON INSTAGRAM as part of their new campaign. “It’s time to break our selfies. To challenge ourselves and the digital soul-stealers affixed to the end of our extended arms to capture less-plastic, more-human expressions of who we really are.” I agree and fully support this.
The sad thing is when you look at the instagram feed on their website, mant of the people don’t get it. They aren’t doing anything more human like, they are taking more selfies and simply using the hashtag #BREAKYOURSELFIE to show up on the Reebok feed. Let’s hope there are fewer selfies.
When you look at the website, the commercials and the creative around the new Reebok spots they focus primarily around women. They’re showing images of strong, get after it and kick ass women. Look for the Reebok “Be More Human” campaign to “officially” kick off during the 2015 Super Bowl on NBC. The Break Your Selfie game resonated with me, check out some of the other spots in the new campaign.
Reebok – Freak Show – Be More Human
To all the athletes out there who spend their days bloody, muddy, and sore, not for bright lights or money, but to simply be the best version of themselves: This is for you.
Sometimes a little bit of crazy is a good thing. It’s that extra push that keeps you at the gym after everyone else has thrown in the towel, that urge to go for one more lap, or that mental alarm clock that drags you out of bed in the morning to get out there and train. That little bit of crazy is what sets the tire flippers, rope climbers, and 5 A.M. runners apart from the crowd.
And it’s not just about being able to lift more, run further, and jump higher. It’s about pushing your own personal limits, expanding your mental and social strength, not just your physical strength. It’s about being a harder worker, a more mindful person, a better human. Reebok designs gear that’s forged from these ideals and stands up to non-stop punishment.
Honor Your Body & Be More Human
You’ve only got one body. Don’t waste it with inactivity. Honor your body by dragging it through the mud. If you and your body can conquer the elements, you can conquer anything life throws at you.
Determined athletes love to get their hands dirty. The rain doesn’t keep them indoors. They don’t see mud, dirt, and sharp inclines as obstacles but as part of the experience of honoring their bodies. This penchant for physical punishment isn’t just about building muscles or being able to run further. It’s about improvements across the board, physical, mental, and social.
Inspired be these athletes, Reebok not only creates the apparel and sneakers they gear up with, but also connects them with each other and puts them to the test with the Be More Human Experience, the world’s first test to explore and discuss our human-ness.
Kids love to play in the dirt. Some adults do too, and the more power to them. These are the athletes who don’t hesitate to sprint straight through the mud, who don’t hesitate to get drenched in rain, all for the sake of improving themselves. So how often do you let your inner child out?
Intense fitness isn’t just about physical improvement. It’s about digging deep, finding the inspiration to go for one more lap, set, or match. It’s about breaking past your mental limits, having your mind push your body and your body push your mind.
These athletes also push Reebok to create the most advanced apparel and sneakers possible. Reebok is now connecting those dedicated to fitness through the Be More Human Experience, the world’s first test to explore and discuss our human-ness.
Strength doesn’t just come from muscles; it comes from a place far deeper. How deep will you dig to find that strength? How much mud and dirt will you power through, physically and mentally?
Testing your physical limitations affects more than your body. This transformative experience is a test of wills, as well, pushing you to Be More Human. There are no heroes in intense fitness training, no egos, just that invisible badge of honor.
Reebok stands for relentless self-improvement on all fronts, physical, mental, and social. And we’re not just talking about helping you gear up with most resilient sneakers and apparel available. Our Be More Human Experience helps dedicated athletes find inspiration, empowering them to get out there and push themselves further.
Every spot encourages people to “see what it truly means to Be More Human.” Then get more at http://Reebok.com/BeMoreHuman.
**This post contains affiliate links and we will be compensated if you make a purchase after clicking on the links.
NEWS RELEASE
REEBOK CELEBRATES PEOPLE THAT PUSH THEMSELVES OUT OF THEIR COMFORT ZONES TO FULFILL THEIR HUMAN POTENTIAL
CANTON, Mass. – January 28, 2015 – Today, Reebok issued a bold challenge to the world to “Be More Human” with its new, fully-integrated marketing campaign, continuing the global fitness brand’s mission to change how people perceive and experience fitness. “Be More Human” goes beyond a campaign or a tagline; it’s a rally cry to live up to your full potential. This unique point of view is embodied in the brand’s new symbol, the Reebok Delta. The three sides represent the physical, mental and social change that comes through living a fitness lifestyle.
In our hyper technology-driven world, Reebok celebrates everyday people who have reconnected to a rugged physicality that allows them them to live much bigger, fuller and less self-focused lives. For these individuals fitness isn’t just a physical activity – it’s something that enhances not only their body, but their entire life. Through fitness they become better parents, better leaders, better teachers, better partners and overall a better, stronger version of themselves.
“Reebok believes that by pushing ourselves to the brink and testing our limitations, we have the power to transform ourselves not only physically but also mentally and socially”, said Matt O’Toole, Reebok Brand President. “By adopting such a lifestyle, you find yourself in a community of people, joined together by a common purpose – to be better versions of themselves. We’re confident that when we push ourselves, we not only transform our bodies, we transform our entire lives.”
The brand film titled “Freak Show”, available at www.reebok.com/bemorehuman​ acknowledges that tough fitness is a lifestyle not always understood. Its methods are intense, demanding and require real commitment. “Freak Show” is a celebration of those who have chosen to be more than they thought they could be through fitness. It is a challenge to those yet to be converted to Be More Human.
Courageous and cinematic, “Freak Show” is a story with captivating intensity that showcases everyday athletes embodying what it truly means to “Be More Human” as they meet and tackle different fitness challenges transforming them to be better leaders, better parents and more capable humans. Directed by AG Rojas in partnership with Venables Bell & Partners,the 60 second TV spot juxtaposes the merits of tough fitness and how it benefits humans in their everyday lives – this includes a young mother crushing a new workout routine and how a firefighter uses the mental toughness gained from a night trail run in his demanding day job.
Yan Martin, Vice President of Global Brand Communications at Reebok, says, “There’s a new breed of athlete. These are everyday people, and these athletes should also be regarded as role models. For these individuals, the achievement comes from the realization that they are transforming their lives through fitness, and in the process they’re transforming the lives of their communities. We acknowledge and salute these new athletes who challenge themselves daily in search of greater rewards.”
At the heart of the multi-channel campaign is the “Be More Human Experience,” an online destination where fitness enthusiasts can challenge and define what it is to be human. The one-of-a-kind platform, available via desktop, tablet and mobile, features a number of interactive “Be More Human” tools and experiences, including:
THE HUMAN SCORE
The world’s first test that quantifies one’s ‘humanness’ by ranking users against various human attributes specifically social, mental and physical traits – designed to trigger conversation about the choices we make with regard to health and physical activity. Participants complete a short online quiz composed of a number of multiple-choice questions, from which the answers are used to generate a personalized Human Score.
GRAY MATTERS
An interactive 3D visualizer that dynamically shows how various physical activities, from excess sleeping to tackling a demanding obstacle course race, stimulate key nodes of the brain – in particular neurotransmitters (emotion and cognitive action), the cerebellum (smooth mental and physical movement), the corpus striatum (TBC), the hippocampus (memory) and the frontal cortex (executive functioning). As users interact with the visualizer, in-depth research on the relationship between physicality and brain stimulation from Dr. John Ratey, one of the world’s foremost authorities on the brain-fitness connection, is revealed.
#BREAKYOURSELFIE
Challenges the notion of what beauty is by encouraging fitness enthusiasts to rebel against the shiny, happy selfie by posting images to the “Be More Human Experience” of themselves at their most depleted, raw, broken post-workout state. The rebellious social campaign will feature Reebok athletes and employees, with outstanding submissions rewarded with a #breakyourselfie photo essay depicting the story of the individual or group of friends.
The “Be More Human” campaign will officially kick-off with a TV advertisement on NBC on February 1, 2015.
Libby DiBiase, Reebok sponsored CrossFit Athlete.
