James Brown GETS FIRED UP WITH REEBOK
Under the umbrella of Reebok’s new global “Live with fire” positioning. Reebok Canada division has launched a multi-faceted marketing campaign featuring three up-and-coming NHL players: John Tavares (NY Islanders), Matt Duchene (Colorado Avalanche) and Maxime Talbot (Philadelphia Flyers).
In partnership with Montreal production partner Moskito Films, James Brown directed an inspired piece which premiered during the Super Bowl pre game show! The 60-second spot combines footage of the three players working out in Reebok apparel and footwear along with on-ice action highlights.
The TV campaign was shot in a CrossFit facility in Denver as the boys returned from their pre-season high altitude training in Vail. (Pre Lockout)
The new positioning is intended to reflect living a life with what the company calls “passion, intent and purpose.”
Prod Co: Spy Films/Moskito
Directed by James Brown