A new short film develops the concept of "radical calm".
Sportswear and footwear brand Reebok, which is trying to partially change its positioning and vision after splitting from the Adidas Group, has created a new short film, dedicating it to a special women's collection "Radicalm".
The video, which develops the brand's "radical calm" concept, features rising R&B star Joyce Rice and singer, model, and actress Candice Craig. The new film continues to support Reebok's campaign to rethink its concept.
In the short film, Reebok speaks to consumers by asking them questions ranging from “Do these shoes look good on my feet” to questions like “Where do my feet end and the earth begin?”.
In August 2021, it was revealed that Reebok was buying Authentic Brands Group shortly after the sports giant's new direction was first announced. Last fall, Reebok also appointed a new vice president of creative direction and senior director of creative marketing and design, who began to develop a new vision for the company.
“We wanted to be able to connect with people on a more personal level, recognizing that all of our internal thoughts have a right to exist, no matter how significant or trivial they may be,” commented Reebok.
RetailDive recalls that in recent years, Reebok made a name for itself thanks to its successful women's aerobics movement, but the brand has since moved away from its roots to become a one-stop apparel and footwear company. While in the portfolio of the Adidas Group, the brand focused on fitness, but with the advent of independence, the company does not rule out focusing on the female consumer.