Reebok launches ‘Live With Fire’ ad campaign

Photo courtesy of Reebok.
Photo courtesy of Reebok.

Reebok International Ltd., the Canton-based athletic footwear and apparel brand, is launching a new ad campaign called, “Live With Fire.’’

According to Reebok, the campaign “shows how living an active lifestyle can inspire people to live their lives with passion, intent, and purpose – and inspire others to do the same.’’

The campaign builds off the brand’s 2012 campaign — “The Sport of Fitness Has Arrived.’’

An ad from the new “Live With Fire’’ campaign can be viewed below.

“At Reebok, our mission is to empower people to be fit for life, but we don’t want people to move for the sake of movement; we believe movement is the path to becoming physically, mentally, and socially stronger,’’ Matt O’Toole, Reebok’s chief marketing officer, said in a statement.


Reebok is now owned Adidas AG of Germany, and it has been struggling of late.

Reebok recently said it was cutting about 65 jobs at Canton as part of reducing its worldwide work force of 8,000 employees by 150.

The layoffs came several months after Adidas slashed its 2015 sales forecast for Reebok from about $3.9 billion to $2.6 billion.

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