The campaign, dubbed “Be More Human,” is said to be Reebok’s largest brand campaign in a decade. Aimed at changing how people perceive and experience fitness, “Be More Human” will make its debut with a television spot on NBC during Super Bowl Sunday on Feb. 1.

Reebok says the campaign celebrates everyday people who have reconnected to a rugged physicality, enabling them to live bigger, fuller and less self-focused lives. The brand wants to send a message to consumers that “we have the power to transform ourselves not only physically but also mentally and socially,” said Matt O’Toole, ... Log in to view full article.