Wed, 29 Apr, 2015, 12:59
In order to locally support the global launch of the iconic Z Pump Shoe, Reebok Middle East once again took to the skies with action sports ambassador, Skydive Dubai, to create a memorable and adrenaline-fuelled marketing campaign. An action-packed, high-octane shoot was undertaken that created a 45 second video along with a series of 12 exclusive, stunning images that showcase the new shoe in the most exhilarating and exciting way.
Whilst it was imperative to exhibit the Zpumps in all their glory and what better way than using the skydiving context, another key objective of the local Reebok team was to create a meaningful campaign that would resonate specifically with the residents of the UAE as well as Reebok’s ‘fit generation’ of consumers! By using the iconic backdrops of the Palm Jumeirah and Dubai Marina, this would ensure that all of those exposed to the imagery would immediately recognize Dubai and create a close and emotional link with two huge global brands – Brand Dubai and the Reebok brand.
Speaking about the Zpump marketing activity, Mark Greiner, General Manager of Reebok Middle East, said: ‘’ The Zpump shoe is a defining and unique product, therefore we had to think of ways in which to launch and market it that would reflect and showcase its exclusive, cutting-edge technology. Building upon the existing relationship between Reebok Middle East and Skydive Dubai, a pertinent and prominent action sports expert, seemed an appropriate way forward. It gave us the opportunity to develop a campaign that would really push the boundaries in terms of not just logistics and planning but also would be ground-breaking in its daring and exhilarating representation of the Zpump franchise.
Greiner continued: ‘Furthermore we have found from past experience that campaigns with a strong local angle have had extremely positive results from consumers who welcome the emotional and physical connection with their community and the lives they lead there.’
To view the exclusive Reebok/Skydive Dubai video you can go to