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Reebok and PeerIndex Team Up

By: Dwayne W. Waite Jr.

Reebok is pulling no punches when it comes to positioning itself as the brand for fitness. We covered Reebok earlier this year when it launched its national push promoting its partnership with CrossFit. Reebok no longer wants to be considered as an athletic brand, but it wants to be the to-go brand for people serious about CrossFit and fitness (and those people who admire the serious ones).

Reebok's next step in its campaign for the "sport of fitness" is identifying and rewarding those fitness influencers. It has been announced that Reebok is partnering up with PeerIndex, a social mesaurement tool, to find 1,000 influential people on Facebook and Twitter. Those thousand gatekeepers will get free CrossFit personal training sessions, and the top 100 will receive a free pair of Reebok's new RealFlex trainers.

Remember when we covered PeerIndex, and how its parent company PeerPerks thought it would trump other SM tools like Klout? It looks like they are on the right track.

The fitness fanatics can go to a dedicated site on PeerIndex and see how influential they are and see if they qualify.

The campaign seems to be pretty solid. Athletes and fitness-seekers are a fun segment to deal with. Once they find a brand that matches their personality or activity or shares similar value sets, it's hard to break that kind of loyalty. We happen to be lovers of fitness ourselves, and the brands we use have been a part of our lives for nearly a decade, with no plan to change.

Humans naturally enjoy the two things that Reebok and CrossFit are bringing together: being part of a group and engaging in healthy competition. Bringing your brand into the mix at that primal level is a great way to connect with potential customers.

We haven't seen the stats of the people from Facebook and Twitter yet, but if we get the feel of the campaign right, we'll just have to check the board.

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About the Author

Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.

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