SHANGHAI- iris Worldwide has expands its sportswear and fashion portfolio with the appointment by Reebok to launch the Reebok RealFlex shoe across China.
A three-month integrated campaign will run from today through to June 2012, with Reebok aiming to increase awareness of the brand in China and encourage consumers to experience the RealFlex shoes as well as the rest of the Reebok Spring/ Summer 2012 collection.
Targeted at fashion-conscious youths between the ages of 18 and 28 who also seek a healthy lifestyle, the campaign sees a series of retail activation activities to be run across Shanghai, Beijing and Guangzhou.
Reebok China aims to engage and educate consumers about the technology behind the uniquely designed sole of the Reebok RealFlex. The campaign concept was inspired by the Reebok RealFlex's signature technology of using 76 protective nodes to form the shoe sole, engineered to contour naturally to fit one's every move while protecting the wearer's feet. Campaign visuals strongly emphasize on the Reebok RealFlex's extreme comfort and flexibility, displaying how the shoe reacts to the wearer's every movement.
"Reebok is a trusted global brand with a remarkably strong heritage in sportswear. Iris Worldwide is proud to be able to leverage our understanding of this space to deliver an extraordinary interactive experience to Reebok's target consumers and make a real impact in the sportswear landscape in China for the brand," said Luke Nathans, Regional Development Director, APAC.
"Working with Reebok on this project exemplifies our new breed of agency network. It has allowed us to combine the best category conceptual talent within the iris Worldwide family with the unique cultural and execution experience of our team in China, to provide the optimal results for the client and their consumers."