In pictures: Reebok unveils new sprint challenge activation


Reebok has worked with experiential agency Because to launch a new "pumped up" shopping centre campaign for the brand's new Z Pump Fusion trainer.

The Reebok initiative launched last weekend (28-29 March) at Bluewater Shopping Centre in Kent. It features a large, backlit dome that houses a wall of the new sneaker and parkour-style performers bouncing on Bosu stability balls to attract attendees.

Inside, guests are invited to use iPads to 3D-scan their feet, and educated on their foot shape and how the new Z Pump Fusion can support them. Shoppers can try on a pair and take on the Z Pump Fusion Spring Challenge, which dares participants to run on the Bosu balls for 60 seconds.

The person who achieves the highest number of steps will win vouchers to spend in the Reebok store.

Gwyn Humphreys, account director at Because, said: "Our activation for Reebok had a great response in Bluewater this weekend – with lots of people trying on the trainers, and taking the Z Pump Fusion challenge. We’re confident that these activations will work well to drive awareness and sales of the new Z Pump Fusion."

The "pumped up" pop-up will relocate to London’s Covent Garden on 3 and 4 April, and The Oracle in Reading on 11 April and outside Reebok’s Richmond store on 12 April.

More: Top brand experience agencies - Because

How to be a great workplace: Because

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