Reebok, a brand known for its sports and fitness products, has recently launched its latest campaign titled ‘I am the New.’ The campaign is conceptualized by Lowe Lintas and aims to inspire individuals to look at playgrounds differently and embrace fitness as a way of life. Reebok, under the leadership of Aditya Birla Fashion and Retail Limited (ABFRL) in India, is determined to re-establish itself as a leading sports and performance brand in the country.
The campaign features two remarkable individuals, World’s No. 1 T20 batter Suryakumar Yadav and leading actor Taapsee Pannu. Both of them have defied stereotypes and created new rules for themselves. Their inspiring stories of overcoming challenges and charting their own paths embody the core message of the campaign, which is to embrace one’s unorthodox spirit and create their trail.
The love for sports and fitness is intrinsic to Indian culture, with millions of people actively participating in and following various sports across the country. Therefore, it is natural for Reebok to reclaim its legacy as the premier sports and performance brand in India, encouraging everyone to adopt fitness as a way of life. The ‘I am the New’ campaign is an emotional call to action for everyone who has ever been held back by stereotypes or felt like they didn’t fit in. It is a rallying cry for the youth of India to break free from limitations and embrace their true potential.
Manoj Juneja, chief operating officer of Reebok, India, said “Reebok has played a pivotal role in transforming the world’s perception of sports and fitness, and this campaign is all about cementing that reputation and reclaiming our position at the top. Our new brand ambassadors, both embody our message of empowerment and self-expression through sports. With their help, we’re excited to deepen our connection with the youth of India and drive growth for our brand. ‘I am the New’ is more than just a campaign; it’s a call to make sports an integral part of our lives and strive for greatness in everything we do.”
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On the collaboration with Reebok, Suryakumar Yadav said “I’m excited to partner with Reebok, a brand that resonates with my outlook on sports and fitness. I believe an individual evolves best when faced with challenges. Reebok’s new campaign perfectly depicts my unconventional approach towards the game. I look forward to inspiring a wave of energy and igniting a spark of ‘I am the New’ philosophy amongst the youth of the country.”
Taapsee Pannu also expressed her excitement about this association with Reebok, saying that it is so thrilling to be associated with a brand like Reebok that enables individuals to push their boundaries and be themselves. It takes an immense amount of courage to pave your path, and Reebok’s new campaign truly encourages this ideology. The ‘I am the New’ campaign perfectly depicts their shared belief in breaking barriers and creating one’s unique identity, be it in movies or real life.
So, the ‘I am the New’ campaign is not just about promoting Reebok as a sports and performance brand, but it is a call to make sports an integral part of our lives and strive for greatness in everything we do. The campaign inspires individuals to break free from stereotypes and limitations, embrace their true potential, and create their paths. With the help of brand ambassadors Suryakumar Yadav and Taapsee Pannu, Reebok aims to deepen its connection with the youth of India and drive growth for the brand.
CREDITS:
Agency: Lowe Lintas
Chief creative officer and head of creative: Prateek Bhardwaj
Creative: Joshua Thomas, Prathamesh Gharat, Amit Pandya, Gaurav Pawar, Abhay Desle
Planning: Kishore Subramanian, Prashanth Murthy
Account management: Sonali Khanna, Nabeel Ahmed, Adhith S, Jamila Mustafa
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