The opportunity:
Activate Reebok at South Africa’s premier outdoor obstacle race, Warrior Race.

Reebok wanted to show consumers that they don’t need to go to a gym to get active, that the gym is everywhere. Especially with South Africa’s beautiful outdoor arenas and landscape.

The insight:
From grit, comes rewards.

We wanted to show consumers that when you push yourself to the limit, great things follow.

The idea:
The juice is worth the squeeze.

So we came up with a literal expression that would not only build brand love, but also allow us to continue the conversation with competitors once the event ended. And with all the jumping, climbing, hanging and running on display, we used the opportunity to create beautiful content for the rest of our following to enjoy.

The execution:
A Reebok zone with some tasty rewards.

Our Reebok footprint came complete with; retail store, climbing wall, and a fresh press juice bar to showcase our brand message. All participants and spectators had to do was join the Reebok loyalty program to get a healthy, tasty, fresh juice.

The result:
New fans and killer content.

After two days of non-stop action our activation exchange more than 3000 freshly pressed juices to new loyalty members while capturing all the best moments for our social channels.