Bold New Reebok Campaign Inspires People to Honor Their Bodies

‘25,915 Days’ Invites People Worldwide to Make the Most of Every Day
of Their Lives

CANTON, Mass.–(BUSINESS WIRE)–Today global fitness leader Reebok launches ’25,915 Days’, a
striking and provocative campaign reminding people that they have, on
average, 25,915 days to live – a finite amount of time to push their
limits, overcome every obstacle, and to honor the body that they have
been given. The campaign is a continuation of the Reebok Be More Human
marketing platform, a rally cry for people to live up to their full
potential, and continues the global fitness brand’s mission to change
how people perceive and experience fitness.

A moving 60-second film launches the international campaign. ‘25,915
Days’ chronicles one woman’s lifelong commitment to physicality,
specifically her passion for running, celebrating her life in reverse,
from her golden years back to birth. The film charts her journey through
life as she pushes to be the best version of herself physically,
mentally and socially, from tackling a Reebok Spartan Race today, to
earlier in her life running on a trail, streaking across a college
campus and defeating a young male adversary in a childhood race.

The campaign also marks a compelling new chapter for the Reebok Be More
Human social & digital experience (Reebok.com/CountYourDays)
that allows users to calculate their potential number of remaining days,
based on averages of age, gender and location. Visitors can share how
they are planning to honor their bodies and their days remaining by
sharing personal accomplishments through #HonorYourDays and posting a
customizable photo to Instagram, Twitter or Facebook.

Reebok has also created a rich content ecosystem across all digital
platforms to encourage people around the world to use their days, and
bodies, to their full potential. The campaign provides powerful food for
thought by visualizing where you are on your journey through life.

Yan Martin, Vice President, Global Brand Communications at Reebok, said,
“25,915 Days is a brave new chapter in our Be More Human movement. We’ve
built our brand around celebrating a new breed of athlete – the everyday
person who transforms their life through fitness. They aren’t working
out to get thin; they are doing it to enrich their entire life. With
25,915, we wanted to go further and inspire people everywhere to honor
the bodies they have been given, every single day.

“The spirit of the campaign is not one of fear, but one of hope and
opportunity,” said Martin. “This campaign is designed to push and
inspire people to do more to honor their bodies, because our time is
ultimately limited – whether it’s as simple as climbing a few extra
stairs or signing up for your first obstacle race.”

Will McGinness, Executive Creative Director at Venables Bell &
Partners said, “The fact that there are 25,915 days in the life of the
average human is a provocative one. With the film and web experience,
our goal was to confront people with their own mortality as a way of
motivating them to get out and honor their days.”

To launch the new campaign Reebok is hosting an influencer event at its
global headquarters in Massachusetts, featuring a panel discussion
hosted by ESPN anchor Jessica Mendoza. Speaking on the panel will be
some of the leading female names in sports, fitness and entertainment.

The campaign will officially kick-off when the digital hub goes live on
Thursday, April 28.

The ‘25,915 Days’ film was directed by Michael Lawrence and created by
Venables Bell & Partners in San Francisco, CA.

About Reebok

Reebok International Ltd., headquartered in Canton, MA, USA, is a
leading worldwide designer, marketer and distributor of fitness and
lifestyle footwear, apparel and equipment. An American-inspired global
brand, Reebok is a pioneer in the sporting goods industry with a rich
and storied fitness heritage. Reebok develops products, technologies and
programming which enables movement and is committed to accompanying
people on their journey to fulfill their potential. Reebok connects with
the fitness consumer wherever they are and however they choose to stay
fit – whether it’s training, running, walking, dance, yoga or aerobics.
Reebok Classics leverages the brand’s fitness heritage and represents
the roots of the brand in the sports lifestyle market. A subsidiary of
the adidas Group, Reebok operates under the multiple divisions of the
Reebok brand, Reebok-CCM Hockey and the Sports Licensed Division. Reebok
is the exclusive outfitter of CrossFit and the CrossFit Games, the
official title sponsor of the Reebok Spartan Race; the exclusive
authentic global outfitter of UFC, and exclusive apparel provider for
Les Mills. For more information, visit Reebok at www.reebok.com
or, for the latest news at http://news.reebok.com/.
Or, discover Reebok at the following locations: http://facebook.com/reebok;
http://twitter.com/reebok;
and http://youtube.com/reebok

Contacts

Reebok Global PR
Andrea Nirsimloo, +1-646-619-2813
M&C Saatchi
Sport & Entertainment
andrea.nirsimloo@mcsaatchi.com
or
Reebok
Daniel
Sarro, +1-781-401-4443
Daniel.Sarro@reebok.com