Reebok International Ltd., the Canton-based fitness brand, said it is supporting the launch of its new ZQUICK shoe with a marketing campaign that builds off its “Live With Fire” rallying cry, which debuted last year.
According to Reebok, the ZQUICK is lightweight product “engineered to perform like high-performance ZRated tires found on exotic high-end sports cars.”
A TV ad created by ad agency DDB Worldwide is titled “Race the City,” which features runners attempting to race a subway train to illustrate ZQUICK’s “unnaturally quick” product proposition, Reebok said.
“This year, we are not just talking about LIVE WITH FIRE, we are fueling it,” Reebok chief marketing officer Matt O’Toole said in a statement. “We’re finding that spark inside of people and encouraging them to push harder, to go further, and to do it together. Products like ZQUICK are the tools to help make this possible. We know that living a fitness lifestyle and living with fire can make people happier, healthier, and has a powerful social benefit as well. Your life ignites and that fire spreads to those around you.”
The multi-channel campaign includes TV, print, and digital components as well as consumer events.
Reebok is a subsidiary of the Adidas Group.