This campaign works well by finding a niche that the brand could embrace. We all know Nike stands for hard core runners, while Puma is a more hipster brand but the casual runner genre was wide open and perfect for Reebok.
While Nike shows the confident athlete in full stride, Reebok shows black and white images of the not so winning moments of the run. Even one of the headlines,
"What are you just doing? Run easy," is a quick jab to Nike's, "Just Do It."
Reebok's tag. "I am what I am" nicely sums up the brand positioning of Reebok, taking ownership of the “social exercise” niche.
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