Reebok Scolds Trump With Flow Chart About When (Not) to Say ‘You’re in Such Good Shape’

Social response to his Brigitte Macron remarks

Trump, with French president Emmanuel Macron, was derided for his objectifying remarks about Brigitte Macron, at left. Photo: Christophe Archambault/Getty Images
Headshot of Tim Nudd

Brands have stepped back a little from slamming Donald Trump lately, but Reebok couldn’t help itself after the president couldn’t help himself and told French first lady Brigitte Macron that she was in “such good shape … beautiful.”

Reebok, an expert in helping people get in shape, posted a tweet on Friday featuring a yes-or-no flow chart about when it might be appropriate—or more to the point, inappropriate—to comment so bluntly on someone’s appearance.

Where some brands would have skirted around the specifics of the Trump incident, Reebok went there directly. “Are you a world leader greeting the spouse of a head of state?” the chart asks—leading to one of five “no” answers indicating that it’s not appropriate (versus a single entertaining yes).

The tweet quickly went viral and has around 78,000 likes and 46,000 retweets.

A rep for Reebok agency Venables Bell & Partners told AdFreak that VB&P didn’t create the ad. The rep referred us to the client, which did not immediately respond to inquiries. We’ll update this post with more details about how the tweet came about when we hear back.

UPDATE: Inga Stenta, senior director of brand management at Reebok, tells AdFreak in a statement: “Reebok first came on the scene with women’s fitness, and today we are committed to helping change the narrative around women. We saw this as an opportunity—as a learning moment. Instead of judging or labeling, let’s raise the bar and push for progress. Let’s celebrate each other and commit to being the best version of ourselves. Let’s ‘Be More Human.'”

@nudd Tim Nudd is a former creative editor of Adweek.