Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
If you're looking for an unconventional workout, Reebok might suggest carrying a stranger up a flight of stairs, just so he or she doesn't have to walk.
Last week, when the escalators in Stockholm's subway stations were out of order, the sportswear brand, along with agency The Viral Company, recruited a bunch of athletes from Fit 4 Life, a local CrossFit gym, to give commuters a lift.
Despite the reasonable odds that the women panting at the top of the stairs—as well as some of the people who don't seem to mind getting slung over some rando's shoulder—are agency employees, the idea is cute, and a nice, down-to-earth extension of Reebok's lofty new "Be More Human" strategy.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in