The final week of October saw Reebok release a film called ‘Radicalm’ which promotes its new women’s collection and continues its new brand direction.
Created in-house an posted across Reebok’s online platforms from 19 October, the short film features musician Joyce Wrice and entrepreneur Candice Craig and explores the concept of ‘Radical Calmness’ – exploring radical optimism and calmness – by tackling consumers’ inner monologues and promoting the release of the FW21 women’s collection which was inspired by the same premise.
The video features a voiceover wondering everything from “do these shoes look good on my feet” to “where do my feet end and the earth begin?” and, according to the campaign press release, is an acknowledgement that customers’ thoughts can change from profound to superficial in the same minute and encourages viewers to shop the collection at www.reebok.com/us/women
“I’ve been noticing a lot of anthemic and performative pieces from brands that aim to address big, serious topics. There is a place for that, of course. But here we wanted the opportunity to relate to people on a more personal level by acknowledging that our own internal thoughts are all valid, as weighty or trivial as they may be,” said Senior Director of Marketing Creative and Design Jide Osifeso. “And in doing so, we hope the film’s acknowledgement of wonder and concern without claiming to have all of the solutions leads to a sense of calm and optimism.”
The campaign was created and directed by Jide Osifeso and Ryan Hahn, with cinematography by Xiaolong Lu and a team which included 1st AD Jesse Hays, 2nd AD Mallory Chevalier, 1st AC Seth Lawrence, 2nd AC Cypress, Senior Art Director Natalie Shields, Art Directors Valentina Vergara and Sara Park, Copywritewer Niall Power, Photographer Mayan Toledano, with music from Esta, styling by Dianne Garcia and Alejandra Hernandez, hair by Tiago Goya and makeup by Sara Tagaloa. Production design was by Jon Anthony and the film starred Alexis Gates, Frezar, Brittany Leigh-Mae, Candice Craig, Joyce Wrice, Natalie Renelle and Steffie Baik, with a voiceover from Candice Craig, backed by production from HPLA Production and Chanel Urban’s Janelle Lee and Par Guiv.
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Reebok originally established a global position based around the women’s aerobics movement, but as it grew in popularity it broadened out in to mainstream sportswear. Ten, under adidas, it shrank again to focus firmly on the fitness market again.
But new President Matt O’Toole is seeking to reposition Reebok’s focus around the female consumer across multiple spaces and segments and since the August’s announcement that Reebok was being acquired by Authentic Brands Group, the brand has steadily shown glimpses of its new brand direction as its seeks to distance itself from previous parent company Adidas and carve out a new positioning and status in the competitive leisurewear, streetwear and sportswear space.
“Reebok needs to be authentically Reebok,” said O’Toole. “Over time, that’s definitely possible. But it’s a step-by-step process, and we’ve got a lot of rebuilding to do right now.”
Led by Vice President of Creative Direction Kerby Jean-Raymond (who was appointed in September 2020 last year) and Senior Director of Marketing Creative and Design Jide Osifeso, the new vision for the company’s design and positioning is gradually evolving through campaigns such as June 2021’s ‘Reconnect’ and initiatives like August’s #CrateMaster.
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