1. Team Bam Bams
Ali Kott | Breanne McCallop | Melissa Lavin | Seinga Macauley
2. We want to boost our customers’ egos in
regards to their workout habits and, as well
as, how they view their feet. Feet should be
made to feel empowered because of all they
do to propel us forward.
Big Idea
5. Creative Brief
Communication Objective
Build awareness around the Reebok Pump to help our target
better understand what pump technology is and how it allows for
a custom fit.
Target Audience
U.S. males and females, 18-34 years old
Newcomers to the health and fitness movement
Work out 2-3 times a week
Key Insights
One reason the target buys running shoes is because of an
innovative or unique design
Target knows of Reebok as a long-standing brand
6. Creative Brief
Industry Trends
Adidas group (including Reebok) holds 8.7% of the running
shoe market share, Nike holds 48%.
The Nike FlyKnit is the Pump’s toughest competitor.
However, on average, the FlyKnit is $40-60 more expensive
than the Pump, and the FlyKnit does not offer a truly custom
fit like the Pump.
Main Idea
The Reebok Pump shoe uses pump technology to provide
custom fit for each individual foot.
7. Print Ad
Feet are unique.
There are flat feet, wide feet, narrow
feet, small feet. And then there are
your feet. That’s why we created
pump technology to make your feet
feel empowered. When you press
the pump button, you’ll feel air surge
through the chamber that surrounds
your foot, molding to every contour.
Three pumps on the right. And you
may need four on the left because no
two feet are the same. With this
newfound confidence, there’s no
telling how far your feet will take
you.
8. Out of Home Ad
Deflated – When inflated, shoe can deflate
when side button is pushed, just like the
actual shoe.
Inflated - Shoe inflates when main “pump”
button is pushed.
10. #InflateYourFootsEgo
Instagram campaign
Reebok plans to encourage
consumers to live a healthy lifestyle.
10 cents to the AHA for every
hashtag.
Start: New Year’s Resolutions
End: Before & after pictures at the
end of the year to show their
progress.
Reebok is partnering with the American Heart
Association (AHA) from January 2016 to
December 2016.
10 percent of proceeds from Zpump line will
be donated to AHA.
11. To keep up with the social media fitness
resolutions…
Healthy Heart Events
Reebok and AHA will host two
Healthy Heart events throughout the
year.
Heart check ups, trail run, etc.
10 cents to the AHA for every
hashtag.
#InflateYourFootsEgo
