Reebok - Great Campaign {MUST SEE} (Video)

On a street in Stockholm, Reebok created something that captivated passersby—a special machine measuring running speed. Everyone had to prove they were fast enough to win a pair of dream shoes. 

youtube.com/watch

The first such campaign was created by the brand Asics a few years ago—Reebok drew inspiration from its experience. Asics’ campaign differed slightly: participants had to outrun a virtual figure of American marathoner Ryan Hall.

17 km/h for dream shoes

On the streets of Stockholm, anyone could test their speed. If they reached over 17 km/h, the machine opened, and the passerby could choose the latest shoes from the collection designed for runners—ZPump 2.0 Speed. Many people tried, but it wasn’t as easy as it seemed—some left panting, empty-handed.

Markus Schramm, member of the agency Animal, explains:

We really liked the idea of transforming a classic billboard into something more, something unique. This allowed clients to experience firsthand what the brand offers.

Filip Lagerbäck, PR and social manager at Reebok Nordic, adds:

For us at Reebok, engaging customers and making them active participants in our events is very important. We want to inspire people and help them overcome weaknesses—even if they're not at the gym. This is precisely what guides our "Be more human" campaign.

Terms from the article

PR — Public Relations / public relations. Activities that build an organization’s reputation and relationships with its environment: media, customers, employees, partners, and communities. PR includes press releases, media relations, crisis management, events, and brand storytelling.

Why it matters: It builds what no ad can buy: credibility through third-party voices. An editorial piece and a well-handled crisis carry more weight than any campaign—because someone else is speaking about the brand, not the brand speaking about itself.

When to use it: Ongoing: media relations, press releases, interviews, events; especially during crises and company changes.

Risk of skipping it: Without media relations, a company communicates only through paid channels, and in a crisis, it’s left without spokespersons and without trust.

PR — Public Relations. Activities that build an organization’s reputation and relationships with its environment: media, customers, employees, partners, and communities. PR includes press releases, media relations, crisis management, events, and brand storytelling.

Why it matters: It builds what no ad can buy: credibility through third-party voices. An editorial piece and a well-handled crisis carry more weight than any campaign—because someone else is speaking about the brand, not the brand speaking about itself.

When to use it: Ongoing: media relations, press releases, interviews, events; especially during crises and company changes.

Risk of skipping it: Without media relations, a company communicates only through paid channels, and in a crisis, it’s left without spokespersons and without trust.

Summary

Reebok’s campaign in Stockholm transformed a classic billboard into an interactive machine measuring running speed. To open the compartment and choose ZPump 2.0 Speed shoes, pedestrians had to exceed 17 km/h. The concept wasn’t entirely new—several years earlier, Asics used a similar mechanism, challenging participants to outrun virtual marathoner Ryan Hall.

The campaign was implemented by the agency Animal, and Reebok tied the event to their "Be more human" slogan. Markus Schramm emphasized turning a passive advertising medium into a brand experience, while Filip Lagerbäck highlighted real customer engagement over mere communication.