Reebok this week released a film entitled “Free Range.” The film, which follows a chicken as it escapes from its coop, is meant to encourage people to break free from monotonous, uninspiring activities and take on a more engaging approach to physical fitness that encourages lifelong commitment.
Released mid-January to coincide with the time that New Year resolutions are most commonly broken or fail, Reebok wants to send a clear message that the reason people fall off the wagon and go back to their sedentary habits is because they’ve bought into a fitness culture that is broken – one that should be traded in for an untethered, inspiring health and fitness lifestyle.
“At Reebok we believe you shouldn’t make resolutions for only a year; rather, you should make them for life,” said Matt O’Toole, Reebok Brand President. “This is why we work with partners such as CrossFit, Spartan Race and Les Mills; fitness inspiration that provides the motivation to live out your resolution — motivations like community, versatility and pushing limits. Reebok believes an active life goes beyond physical benefits; it’s about bettering yourself mentally and socially as well. This is a point of view embodied in the brand’s new symbol, the Reebok Delta.”