Expect a new wave of creative work from Reebok towards the end of next year. The company already has a new global creative director, Karen Reuther, (since June) and a new vice president of global marketing, Melanie Boulden (since April). This week, it made the decision to part ways with its creative agency of record for the past four years, Venables Bell & Partners. The agency will officially stop creating reebok campaigns in July 2019.
“We recently made the mutual decision with Reebok to part ways as their AOR,” stated VB&P managing director and partner Kate Jeffers. “We’re very proud of the work we’ve done together over the past five years. We will continue our relationship until July 2019, delivering the global campaigns for 2019 and helping to transition their new AOR.”
Reebok has been owned by Adidas since 2005. This year, it turned its focus 6o fitness-conscious women and VB&P created the campaign, Be More Human, featuring star athletes but also influencers such as Ariane Grande and Gigi Hadid.
It has also turned more of its attention to lifestyle marketing, signing or expanding deals with the UFC, Les Mills, Spartan Race and CrossFit, and adding new lines such as the PureMove Sports Bra to its products.
In 2017, it had targeted the massive potential within the Chinese fitness market and planned an ambitious expansion of its retail stores worldwide.
Here are some of its campaigns in the last twelve months: