New Year, New Gym...in a shipping container?

Happy New Year! I hope you all had lovely holidays. I was able to spend the last month or so back at the homeland in Argentina so Feliz Año Nuevo as we would say!

Now, coming back to a new year we all know come with new resolutions, many of which revolve around fitness and Reebok is one company that is wasting no time.

To promote its new CrossFit line, Reebok has launched "The Sport of Fitness Has Arrived" campaign which includes a 60 second spot from agency McGarryBowen. The ad released a little over a week ago during the NFL Divisional Playoff game between New York and Green Bay. (Yes, I'm sad that SF isn't going to the Super Bowl but go Pats!)

See the spot for yourself that features gyms in containers being dropped all over the world. This in fact will come true as Reebok plans to deliver CrossFit gyms to 50 locations around the world as a way to encourage consumers to test the line during a workout. The line includes co-branded apparel and footwear.




The campaign, which will be the main marketing message for 2012, will also encompass other Reebok products such as RealFlex, ZigTech and EasyTone. Despite the scrutiny on EasyTone for deceptively advertising toning shoes, Reebok has settled for $25 million and will push forward with new creative.

This Spring,New Yorkers can be on the lookout for the CrossFit combined gym and store location opening on Fifth Avenue.

Check out the behind the scenes here:

Sports Authority Takes Over YouTube

Check out today's YouTube banner by Sports Authority and Under Armour. Pretty cool interaction of the runner reaching out for his water resistant Under Armour hoodie as he runs.

Marmot Ski Spot

Seems like The North Face isn't the only one entering your homes through the good 'ol television these days. Check out the latest spot from Marmot, ensuring you take them with you on your adventures this winter

Give back this holiday season with Patagonia

Patagonia has always been a leader in environmental issues and since 2005, the Common Threads Garment Recycling Program has been a large component of Patagonia's identity.

Through the Common Threads Program, Patagonia has been collecting old, worn Patagonia Capilene base layer garments from their customers in order to recycle them to make new polyester. This is your way of giving back and limiting the waste of old garments so instead of sitting in a landfill, it becomes a new jacket.

This past Black Friday, Patagonia published a full page ad in the New York Times inviting shoppers to contribute less waste by not purchasing anything on that popular shopping day. The ad seen below begins with "It's Black Friday, the day in the year retail turns from red to black and starts to make real money. But Black Friday, and the culture of consumption it reflects, puts the economy of natural systems that support all life firmly in the red. We're now using the resources of one-and-a-half planets on our one and only planet. Because Patagonia wants to be in business for a good long time- and leave a world inhabitable for our kids- we want to do the opposite of every other business today. We ask you to buy less and to reflect before you spend a dime on this jacket or anything else."

The copy goes on to explain the process in making a jacket as the Patagonia one itself featured in the ad.

"Don't buy what you don't need. Think twice before you buy anything." Seems like while Patagonia is in the business of selling, it is promoting its corporate responsibility by reassuring their customers that they will recycle, repair and reuse your Patagonia gear.

It's not too late to take the pledge. Patagonia's year goal is to reach 50,000 pledges and you can do so on their Common Threads page. http://www.patagonia.com/us/common-threads#

Make sure to take a look at their video as well, inspiring a call to action to save our planet's resources.

This month in advertising and more...

 The North Face- Freeskier November 2011

 Patagonia- Alpinist November 2011

 REI- Backpacker Gear Guide

REI- Outside November 2011

 Salomon- Freeskier November 2011

For Reference: September and October creative below:

 Marmot- Rock and Ice September 2011

 Merrell- Backpacker September 2011

Merrell- Outside October 2011

 Keen- Outside October 2011

 The North Face- Alpinist Autumn 2011

The North Face- Freeskier October 2011

REI- Snowboarding Buyers Guide

The North Face, Tetons and TV

In the past couple of weeks we have seen The North Face "Test on Humans", go "Beyond Boundaries" to teach valuable safety lessons and now release their new broadcast spot on prime time television.  While we can assume that a good amount of dollars went into the production of the spot, The North Face made sure to keep it authentic by using all North Face athletes to star, produce and edit.

The behind the scenes of the :30 commercial features the photographer, the talent, director and editor (all North Face athletes) collaborating with Camp4Collective productions as they prepare for shoot day. With clips leading up to, during and post shoot, the behind the scenes is almost most intriguing than the spot itself.




The spot itself condenses an expedition up the Teton in 30 seconds for TV. The ascent, the peak and the descent via skis by veteran North Face athlete Hilaree O'Neill.




Some interesting soundbites from the Behind the Scenes:

"...making something that someone in the core audience will look at and say 'wow that's the real deal'  I appreciate that on an athletic level and story telling level" -Renan Ozturk, Editor

"I love the fact that we can develop a tv commercial that airs for millions of people but really do it in a way that feels authentic for us as skiers and climbers" -Landon Bassett, Brand Manager for Outdoors

"Not very many companies would give up the concepting, writing, producing and directing and shooting and editing to a few of their professional athletes and that's exactly what The North Face did which says a lot about The North Face's commitment to building a brand that is authentic" -Jimmy Chin, Director

North Face Know Boundaries

The North Face might be "testing on humans," but they are also educating through their campaign "Know Boundaries" which launched at the end of October. The initiative was created to provide insight on skills, training and knowledge for safe backcountry travel.

The landing page features all five episodes, each addressing a different aspect of your trek on the mountain: http://www.thenorthface.com/en_US/exploration/know-boundaries/ 
Also featured on The North Face homepage (see below).

The videos feature athletes, experts and guides commenting on the significance of responsibility on the mountain. Valuable knowledge on transceivers, avalanches and you're told all about the proper gear, North Face of course.

Check out episode one here:


Powder Magazine's blog featured all episodes as they were released week over week:
October 14th: http://www.powdermag.com/stories/know-boundaries-1/
October 20th: http://www.powdermag.com/stories/know-boundaries-2/
October 26th: http://www.powdermag.com/stories/know-boundaries-3/
October 28th: http://www.powdermag.com/stories/know-boundaries-4/
November 2nd: http://www.powdermag.com/stories/know-boundaries-5/

The videos were produced by Teton Gravity Research. Also new this fall is a "Snow Safety" checklist inner label that appears on select Summit Series and Cryptic snow sports gear. The label reminds what to bring and how to prepare for the backcountry through a series of icons. Icons include, map or compass, food and water, first aid kit, shovel, probe, fire, beacon, flashlight etc.