In a bid to branch out to a larger female demographic, Reebok has released a new iteration of its #BeMoreHuman marketing campaign.
When the kick-ass star of Black Panther and the latest incarnation of Wonder Woman join forces to help represent Reebok’s vision of female diversity in sport, you know the brand is on to something big.
The shoe brand is spotlighting a set of diverse women in its revised #BeMoreHuman campaign as part of its new focus on women. This comes after the company announced earlier in the year that it would be introducing “four new ways of thinking about sneakers for women”. According to Reebok, the new approach includes everything from expanding the sizes of its most popular shoes to curating in-store and online retail experiences that cater specifically to a female demographic.
In the age of gender fluidity and campaigns like #MeToo, it’s not surprising that a campaign featuring strong, independent women forms part of this overarching strategy.
The women Reebok has recruited for the promotion include Gal Gadot, Danai Gurira, and Gigi Hadid, as well as Ariana Grande and Nathalie Emmanuel. However, in the name of true diversity, the company has looked much further than Hollywood when recruiting its featured women. Reebok has also partnered with Icelandic CrossFit athlete, Katrin Davidsdottir, the Founder of Women’s World of Boxing, Reese Scott, and the Founder of the Women’s Strength Coalition, Shannon Kim Wagner, to name a few.
The all-female lineup have taken to the camera to prove the beauty of human imperfection, sharing their thoughts on what #BeMoreHuman means.
In Hadid’s video, she says “we’re never done”. The Californian explains that people sometimes need to step outside of their comfort zones because “being more human is realising no one wakes up feeling like a superhero”.
Promotional posters and statements also feature influential women like Gurira making bold, empowering statements like “we have to make our shoulders strong enough for somebody else to stand on,” while Scott says “ make no mistake, we are re-writing history blow, by blow.”
Reebok’s new female-centric campaign is very similar to ModCloth’s ‘Say It Louder’ campaign, which puts modern female icons in the spotlight that follow the e-tailer’s mantra of “you do you”.
Delivered across all of ModCloth’s platforms, including video, catalogue/magazine-style advertising, social storytelling, digital media, and in-store activations, the omnichannel strategy features four social influencers, including rapper Lizzo, country star Cam, singer/songwriter Victory Boyd, and musician Kacy Hill.
“We’re excited to announce a new series in which we spotlight modern icons who inspire us each and every day. They embody our core values in their own individual, incredible ways and we’re so proud to celebrate them today,” the company said in a post on its website.
According to ModCloth, #SayItLouder has been designed to help consumers celebrate their individuality. The vintage fashion business is also using the campaign to reveal its new branding, after its new owner, Walmart, announced plans to revamp the e-tailer during its acquisition last year.