A couple of years ago, the Reebok brand set out for a new beginning. As a sign of the transformation we created a new brand mark - a symbol that quickly became a statement for our core fitness fans.

Still, most people in the Nordics had no clue of Reebok’s identity and what we stand for. So we turned to our fitness community for help. Cause who could better tell the story about a brand, than the people who love it? It was time for a bold experiment.

We opened a pop-up tattoo studio during the Tough Viking obstacle race in Stockholm. Only one motive was available – the Reebok brand mark.

What started out as a small campaign in the Nordics quickly turned into global debate. However, one question was left unanswered: Who will ever do this?

Now we know – a total of 94 people signed up for the tattoo. And the reasons why they did so turned out to be remarkable. One after another stories were shared of how Reebok had played an integral part in people’s journey though fitness.

The conversation took off again. In total, Reebok Forever reached 7MM+ earned social media impressions, and 366MM+ media impressions.

Not only did we place Reebok back on the map – we rewrote the rules for how a modern brand can be relevant and truly personal. And as long as we’ll continue to put our soul into the community, we’re sure that the remarkable stories will keep coming…

We opened a pop-up tattoo studio during the Tough Viking obstacle race in Stockholm. Only one motive was available – the Reebok brand mark. At the event, a total of 94 people signed up for the tattoo. And the reasons why they did so turned out to be remarkable. One after another stories were shared of how Reebok had played an integral part in people’s journey though fitness.

The campaign was promoted with an online video and seeded through a select team of ambassadors as well as in Reebok’s social channels. The film launched three weeks prior to the Tough Viking event.

Voice Over: €346

Film: €1,037

T-shirt: €290

Total: €1,673