The just-launched spot, called "Join the Migration," is for the company's new NFL Equipment Speedwick Tee, which Reebok describes as the "next generation" workout shirt, combining antimicrobial, moisture wicking properties with the soft feel of cotton.
Created by Mcgarrybowen, the ad shows players in their off-season pursuits--fishing, laying by the pool, cutting the grass--suddenly heading in the same direction, uniting to "migrate" to their home stadium. The players, each in his team's NFL Equipment Speedwick Tee, trudge through cities, plains and desert, to Vashti Bunyan's "Train Song."
The cast includes Super Bowl MVPs Eli and Peyton Manning, Kevin Boss, Jerricho Cotchery, Greg Ellis, Matt Hasselbeck, Madison Hedgecock, Chad Johnson, Thomas Jones, Mathias Kiwanuka, Nick Mangold, Laurence Maroney, Jeff Saturday, Bo Scaife, Derrick Ward, DeMarcus Ware, Ty Warren, Benjamin Watson, Reggie Wayne, and Vince Young. (Last week, Reebok also launched a campaign supporting the VY Electrify, Young's signature cleat and training shoe.)
The company says the campaign is "an unprecedented showcase of the brand's association with the National Football League."
The effort also includes a "comprehensive mobile initiative," inviting consumers to "Join The Migration" by texting the word "migrate" to 94444. Those who do are able to view the TV spot, teaser spots and browse product information, as well as a sweepstakes for a trip for two to the Pro Bowl.
Reebok, based in Canton, Mass., is owned by the Adidas Group, and accounts for about 23% of its sales. But the company has been struggling to find its footing, and in its most recent quarterly results, Reebok sales sank 6%. The company has forecast sales growth for the unit in the mid to high single digits. Adidas is scheduled to announce its first-half results Aug. 6.