Reebok goes edgy with new Russia campaign

When descriptions like ‘Reebok goes edgy’ appears, many guess it’d be controversial or a fun-read. That isn’t the case for the latest Reebok Russia campaign as the shout-out literally wants consumers to “sit on mens’ faces”. It’s very different, in a literal sense, from what Reebok is doing.

A report in DesignTaxi confirms that Reebok Russia has added its own twist for the 2019 theme. Instead of staying faithful with the English tagline, the Russian team feel it’s cooler to go for an edgier tagline.

Thus, the US shout-out – ‘Never apologise for being strong’ – now reads as ‘Sit not on the needle of men’s approval—sit on men’s faces’. This is the literal translation of the body text on all Russia-based advertisements for the ‘#BeMoreHuman’ campaign.

While it is edgy, Russians from all quarters are calling out Reebok for this crass shout-out. Many feel the message is demeaning to women; in fact, most feel this is in direct opposition to the ‘strong female’ message Reebok is putting out.

https://twitter.com/smlgff/status/1093566468682326016

Even if this Reebok goes edgy move did capture plenty of attention, it did so for the wrong reasons. The backlash has pushed Reebok to pull-out the rest of the campaign. It also saw the resignation of select individuals within the marketing department.

Text by: Victor Yap


MARKETING Magazine is not responsible for the content of external sites.

The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)

 

Download Event PDF
Submit Entries Here




Subscribe to our Telegram channel for the latest updates in the marketing and advertising scene