New Delhi : Reebok is all set to energize its iconic ZigTech shoe with two new television commercials featuring star cricketers MS Dhoni and Yuvraj Singh. The new commercials combine animation with live action to bring athletes’ training regimens and personalities to life in a fun and unexpected manner. ZigTech ads are created under the brand’s “Ree” marketing platform by DDB Berlin and produced by Logan. “Ree” is a fresh voice for the brand that remains true to the Reebok DNA and puts the brand in the center of the conversation and the creative.
Designed to transform each step into a wave of energy while giving athletes a soft and springy ride, ZigTech features a one-of-a-kind bottom unit constructed from innovative lightweight foam and engineered into a dramatic zig-zag shape. The energy transfer mechanism helps to reduce wear and tear by up to 20% on key leg muscles especially shins and hamstrings. The advertising campaign draws inspiration from this zig-zag shaped outsole to reinforce the benefits of ZigTech technology.
In the MS Dhoni spot, the cricketer runs from the rooftops of Mumbai and through street traffic, then jumps on a motorcycle and heads to the beach, where he fields and hits coconuts thrown by palm trees. In his spot, Yuvraj Singh jumps on a rope swing, dodges punching bags, and climbs up walls and through tunnels, all in a day of training – before driving off in a convertible.
Commenting on the occasion, Sajid Shamim, Director Sales and Marketing, Reebok India Company said, “Our attitude of joy in sports and fitness inspires everything we do from the products we create, to our marketing. Zigtech is a path breaking technology that has a unique energy transfer mechanism that helps in reducing stress by up to 20% on key leg muscles especially shins and hamstrings. The ZigTech commercials help to highlight the training regimes and personalities of Dhoni and Yuvraj in a fun and innovative manner. We give consumers what they need to rediscover their love of sports. We want our consumers to be inspired and to remember that in the end it’s about the journey – about enjoying what you do. ”
“With the ZigTech advertisements, we’ve leveraged the zig-zag – the iconic visual element from the product – and have created a whole animated world of fun and sport that is energized by this technology,” said Subhinder Singh Prem, Managing Director, Reebok India Company. “ZigTech is intended to help today’s athletes train harder and longer, so both spots naturally focus on MS Dhoni and Yuvraj Singh’s training regimens – but they also include aspects of the athletes’ off-pitch likes and personalities that provide an element of fun and discovery.”
In addition to running ads on TV, the ZigTech campaign features print, digital, out-of-home, cinemas, below the line activation and in-store elements. The shoe will be available in 10 colours across Reebok stores and is priced at Rs 6999 and Rs 7999.