Reebok Canada's Newest Campaign Wants You To "Live With Fire"

Reebok_Live With Fire_Campaign Shot_1Last week Reebok Canada launched its new, fully integrated marketing campaign under the new global brand tagline “Live With Fire.”  Commercials created for the campaign aired yesterday as part of Super Bowl Sunday which featured three of Canada’s top NHL players, John Tavares, Matt Duchene and Maxime Talbot, working out in the newest Reebok Training collection.

“We want consumers to connect with the Reebok brand in an authentic and genuine way. We understand the importance of hockey in Canadian culture and we feel there is no better vehicle to tell our performance fitness and training story than by using elite NHL hockey players,” said Michael Rossi, VP at Reebok Canada, about the brand’s new hockey training campaign and ambassadors.

Three different ad spot lengths were created, 60, 30 and 15 second formats featuring NHL stars, each aired  nationally on TSN, Sportsnet, CTV, The Score and RDS among others. High-impact digital placements on made on YouTube and to help drive impressions and awareness, as will tactical on-screen digital pre-show placements in Cineplex Theatres across the country.
A public relations and social media program also complements the paid media strategy. This includes a social teaser contest executed in late January in partnership with TSN, in addition to tactical social communication from the players themselves. An in-depth interview clip featuring Reebok’s brand leader, Stewart Clark, was also produced to explain the brand positing and Live with Fire tagline. “To Live With Fire is to live a life with passion, intent and purpose. And while our campaign uses NHL hockey players to authenticate our training positioning, the message of the campaign has reach beyond the consumer who trains for a sport. We want to inspire Canadians to live a fit and healthy lifestyle Reebok_Live With Fire_Campaign Shot_2and to Live with Fire in whatever they do,” said Clark.

All campaign elements, including TV, web and in-store marketing, public relations and social media were handled by Montreal-based agency Exacto Communications, who won the business back in September 2012.

The 360 campaign is also supported by Reebok’s new training website (, and a comprehensive Point-Of-Purchase program at Sport Chek and Sports Experts. The new website focuses on the Reebok training apparel collection and RealFlex training footwear, as well as providing fans with detailed information on Reebok’s three star endorsees. This highly interactive site will allow consumers to have deep engagement with the features and benefits of the new Training collection. The in-store POP is focused on extending the consumer journey from out-of-store to in-store. With the players as the foundation of the creative direction, consumers will discover the campaign, the products and their benefits through in-store displays.

Advertising Agency – Exacto Communications

Media Buying –  Carat Canada