A couple of years ago Reebok began a new journey, powered by the foundation that once made it the world’s leading fitness company. As a symbol for the transformation, a new brand mark was created. An identity that quickly became symbolic for the thousands of people who live and breathe fitness. However, in the Nordics, most people still had no idea what Rebook stood for. We had to make a bold statement. A statement to place Reebok back on the map.
We turned to our fitness community for help, and opened up a pop-up tattoo studio during the Tough Viking obstacle race in Stockholm with only one motive available – the Reebok brand mark. Cause who could better tell the story about a brand, than the people that loves it? And also, there was one major perk - the one who made the biggest tattoo would land a yearlong sponsorship with Reebok.