Gal Gadot, Ariana Grande Lead New Female-Driven Reebok Campaign
'Black Panther' star Danai Gurira, model Gigi Hadid, Nathalie Emmanuel and athlete Katrin Davidsdottir also star in the campaign aimed to celebrate strong-voiced females who inspire others to act and drive change.
Reebok has enlisted the star power of notable women in Hollywood and beyond as it announced Monday a new campaign led by Ariana Grande, Gal Gadot, Gigi Hadid and Black Panther star Danai Gurira.
Launching a multi-faceted campaign to celebrate real females who manifest true change in the world, the brand aims to use it to amplify how powerful, strong-voiced women inspire others to act and drive change. The new campaign also arrives in the brand's latest "Be More Human" rally, designed to encourage people to be the best versions of themselves physically, mentally and socially.
"Reebok has a long history of empowering women and supporting those who empower others," Reebok vp marketing Melanie Boulden said in a statement. "We did this back in the 1980s, when the brand helped usher in a new fitness movement, led by women, that changed culture and made it OK for women to sweat and have muscles. We are still at it today, developing innovative product for women, by women, and encouraging females to experience the physical, mental and social transformation that happens when we move — the essence of our Be More Human philosophy."
In the campaign — which also features Game of Thrones actress Nathalie Emmanuel; Yelda Ali (founder of Camel Assembly); athletes Katrin Davidsdottir, Reese Scott and Jenny Gaither (founder and CEO of Movemeant Foundation); and Shannon Kim Wagner (founder of the Women's Strength Coalition) — the women are photographed alongside quotes that project inspiring words from each star. For their respected portraits, each share their own personal story of overcoming barriers to become their best selves.
To further celebrate female leaders and activists, Reebok has also partnered with the Movemeant Foundation and The Women’s Strength Coalition to support women who work at the grassroots level to support organizations aimed to empower women.
Reebok will also release 10 limited-edition shirts, one for each woman featured in the campaign. From now until Dec. 31, proceeds from the shirt sales will be distributed equally among the organizations.
For the campaign, Reebok enlisted longtime creative partners Venables Bell & Partners, who led the campaign, and Roundhouse.
"Since the beginning of our partnership, we knew that Reebok has always been deeply committed to encouraging everyone to push through barriers to become their best," said Will McGinness, executive creative director at Venables Bell & Partners. "This latest effort is another chapter in the Be More Human narrative and recognizes an important moment in time to celebrate powerful women who are creating such positive change for themselves and for the world around them."
Consumers who want to participate in other ways can also "donate in sweat" by posting a photograph of themselves working out on Instagram or Twitter using the hashtag #BeMoreHuman. For each photo posted, Reebok will make a donation to the non-profits at a limit of 2,500 posts.
After announcing the launch of its campaign, Reebok also featured videos of each star on Twitter in which they recited their encouraging word and stories with the hashtag #BeMoreHuman.