Reebok: PureMove Global Campaign


Strategic direction, creative concept, impactful messaging and visual toolkit to be used for global distribution.

Campaign graphic with an image of a model wearing black Reebok PureMove bra and tights, seen from a low angle against rolling hills, inset over an image of red earth and blue sky. It reads: You want more. Same. Made better because you asked for it.

From Little Idea to Big Reality

Wait, boobs need tech? Yes, yes they do. To convey the smarts of Motion Sense Technology—and show that these bras and tights are designed for every body, at every point on their fitness journey—we used an under-the-radar location as an otherworldly backdrop and created striking photos that highlighted the product’s tech narrative. We designed layouts that inform, but don’t overwhelm, punctuated by direct and honest copy.

Model wearing gray bra and tights stretches her shoulder, standing on a red earth hill with brilliant blue sky behind her.
Woman wearing black bra and tights stretches in the same red earth, blue sky location.
Woman wearing a black bra stands on a red hillside, with puffy clouds in a blue sky behind her.
Three women stand with their backs to the viewer, looking over their shoulders, in front of an orange backdrop on a prairie.
Three women stretch in their PureMove bras and tights in front of rolling red hills and a blue sky with puffy clouds.

Real Storytelling

When it comes to Reebok’s PureMove range, you’ll come for the style, but you’ll stay for the substance. This was the inspiration behind our campaign: these bras and tights are as smart as they look, with Motion Sense technology woven into their very fabric. The success of the campaign was dependent on a collaborative relationship with the client and a simple approach. And it worked. We extended the messaging onto social through digital storytelling.

A horizontal example of Reebok PureMove campaign layout, with an image of models against the orange backdrop inset in another image of the red earth and blue sky environment, creating a layered contrast of colors as well as between geometric and organic shapes.
A vertical example of a Reebok PureMove campaign layout featuring both bra and tights.
Another vertical example of a layout featuring the bra only.