Reebok changes your workout from fitness to fun

1. Introduce (Brand Awareness)

1.1. Build upon FW08 empathy with the media partnerships, from advertorials to micro-site builds

1.2. Drive attention to Reebok's POV, with key media partnerships, social networking groups

2. Connect (Brand connection)

2.1. Develop "bootcamp" style information packs through media partnerships

2.2. Share trainer experiences with key advertorials, social networks, media outlets

3. Participate (Brand experience)

3.1. Motivate women to trial the workouts with incentives (BTL)

3.2. Motivate women to experience the product and online store

3.3. Seed ad-hoc versions of the CdS training program

4. Share (Brand preference/advocacy)

4.1. Encourage women to "share" their experience online (Social Networks, .com site, etc)

4.2. Develop support networks that are open to all women

4.3. Build female advocates (non-trainer/celebrity assets) across the markets

4.4. Share Globally experiences to build upon a network that Reebok can leverage off