Everywhere you look lately, there’s something about fitness or living a healthy lifestyle. Many brands have taken advantage of this up-and-coming “Fit Generation” trend, especially sports-related companies such as Reebok and Nike. It’s not just about going to the gym to prevent heart disease. It’s become a movement on social media and something cool to do among young people.
Reebok is a prime example by partnering with the Crossfit movement to rebrand itself toward Millennials. After sales tanked in the early 2000s, Reebok’s head of marketing met with the creator of Crossfit, and their partnership led to Reebok’s revamp of marketing to the Fit Generation. Reebok sponsored the Crossfit Games, Spartan Race, and UFC to transition away from sports teams.
Reebok studied the lifestyle and attitude of the Crossfit athlete with hours of research about what they looked for in athletic gear. Most of these athletes ranged between 18-34, and it’s not only men that are up for the challenge. Women have taken fitness by the kettle bell handle and make up 40% of Reebok’s consumer pool. Reebok’s campaign “Express Your Strong” highlighted women who turned to fitness after experiencing setbacks in their lives.
Reebok was smart and strategic in targeting the 18-34 everyday athlete to create brand loyalty in a passionate generation. It changed its logo in 2014 to the Reebok Delta to symbolize physical, mental and social transformation. This eventually moved the brand away from sponsoring sports teams to focusing on the average, everyday athlete.
Every night I scroll through my Instagram feed and come across five to eight fitness related posts about weight lifting, weight loss, or #mealprep. YouTube channels such as My Fitness Blender and POPSUGAR not only post full at-home workout videos, but also educate their followers on meal plans and effective weight loss strategies.
At the JP Office, we have a treadmill desk that some of us like to use while working. We also have a nice stash of healthy snacks stored in our kitchen to munch on throughout the day. We even have a foam roller in our library and a basketball hoop next to the Creatives. The Creatives like to shoot some hoops every now and then when they need a break. We also competed in our second Office Fitness Challenge so you could say we’re about that #FitLife. I don’t mean to brag, but I actually won that challenge!
By no means am I as dedicated to fitness as a Crossfit athlete, but I make exercising and healthy eating a priority in my everyday schedule. It’s a great way to relieve stress and take the monotony out of my daily schedule. The benefits are second-to-none and I know I’ll thank myself in the long run (no pun intended).
Have you been persuaded to get back to the gym because of a brand or purchased a certain product based on emotion? We’d like to hear your story!
–Mia Villarreal, Media Buyer/Account Assistant