Reebok is the brand of diminished expectations, or so their recent “Run Easy” campaign would have us believe.
Nike said Just Do It. Gatorade commercials show athletes caught in slow-mo, sweating and bleeding the sports drink. Reebok says, “Why hit the wall? It hurts. Run easy.” And “A 10 minute mile is just as far as a 6-minute mile. Run easy.” Sure, it’s the same distance, but it’s not the same workout. Of course, if it’s a difference between running easy and not running at all, by all means, run easy. Sure, people should have fun working out and not get all killer crazy about it. But, if you want to become fitter, you work yourself up to running faster and harder, not easier.
More graciously, it’s about accessing the casual athletic market, and counteracting a sports culture that says either you’re uber, or nothing. More cynically, Reebok is tapping into the same kind of self-rationalizing, self-defeating phrases we tell ourselves. “Eh, it’s ok if I slow up; I’m still running a mile.” “It’s okay if I have a cheeseburger, I’ll just work out 15 minutes later today.” And so forth. A big fat demographic awaits. — BEN POPKEN
More From Consumerist
-
Reebok EasyTone Refund Checks Are In The Mail
-
Japan’s New “Pepsi Special” Claims It Can Reduce Fat So You Can Eat Crap, Be Skinny
-
Sears Demands Verification Of Order, Yells At You
-
Walmart Self-Checkout Shorts Customer $40, Manager Insists It Didn't
-
Installing Windows 8 Will Void Your Newegg Warranty, Too
@spanky:
“And when did we as a society become so self-absorbed that we judge others for not being self-absorbed enough?”
Ha! I am totally stealing this. Awesome.
Good idea for and ad campaign. How true it is.
ad critics are we now?
not exactly sure how this post benefits the consumerist…
They’re probably appealing to either:
-older groups
-groups that are trying to get fit and not self-defeated
-healthy knees?
I don’t think it’s necessarily a bad angle – we know Nike, etc., pretty much own the rest.
Run Easy is a sharp contrast to Pearl Izumi’s recent campaigns focused on “elite” or “competitive” runners. See this write up at Complete Running. [completerunning.com] Personally I don’t care about shoe ads, I run in the shoes that work best for my feet and ones which I’ve had good experience with. I’d never run in Reebok.
@Chaoticfluffy:
I don’t know who you are. I don’t know if you’re male or female. But I am seriously considering asking you to marry me anyway.
Thanks! I’m flattered. I’m a man and recently single for what it’s worth.
I also don’t have too many hang-ups when it comes to adverbs.
…..I love Reebok shoes, ever since Eddie van Halen was pictured in 1986, wearing white Reebok high tops in “Guitar for the Practicing Musician.”
…..The problem is, since Just for Feet went out of business, is that I have trouble finding them. All the mall stores are Nike-centric. I hate Nike. I’ve got a pair I paid $70 for that have blown out in less than six months.
…..I use my casual shoes for walking, and tennis. Tennis seems to really tear Nike up.
…..Of course, what I wear more than any other shoe, is Brahma steel-toe waterproof boots. They last longer than any tennis shoe.
Interesting. We’ve written about another campaign by Pearl Izumi that I’m assuming you’d approve about here.
I think these companies are trying to carve out niches for themselves. Pearl Izumi is after people who’d consider themselves hardcore – the racing crowd. Reebok is after the recreational/fitness crowd.
I don’t agree with your opinion. I think anything that get’s people off the couch is a good thing. We have far too many people in North America who don’t do anything. They should be told that slow is fine – just get out there and do some exercise.
In contrast, I think Pearl Izumi’s campaign does nothing to encourage the average Joe.
And, at it’s worst, the Pearl Izumi campaign just creates a separation between elites/sub-elites and the rest of people interested in the sport and that’s counter productive to getting people running!
My two cents. Thanks.
@AcidReign:
All the mall stores are Nike-centric. I hate Nike. I’ve got a pair I paid $70 for that have blown out in less than six months.
This btw, would be a real story for Consumerist. I seem to remember hearing at some point that Nike has really coercive contracts with stores, it forces retailers to carry a minimum number of Nike styles based on their total shoe sales or they can’t stock Nike at all. The effect of this is to force retailers to devote a huge chunk of their display space to Nike, which pushes out smaller shoe companies.
@AcidReign: All the mall stores are Nike-centric. I hate Nike. I’ve got a pair I paid $70 for that have blown out in less than six months.
I’m not sure if this is still in effect, but a couple years ago, Nike still had the warranty service where you mail in you shoes and they verify it’s a product failure and then send you a GC to NikeTown of the original retail price, which you can then use to buy anything online or in their stores.
I found these off their website: How to return a product purchased through a retailer and return guidelines (u.s. only) (shoes fall under All Other Products)
Apparently it’s a 2 year warranty (from manufacture date found on the tongue):
* Footwear older than 2 years from the original date of manufacture. Any footwear returns exceeding the 2 year date of manufacture limit will be returned without inspection. The manufacturing date can be found on the tag inside the shoe. If your shoe has the old tag, the first two numbers in the manufacturing date represent the year, the middle two numbers represent the month and the last two numbers represent the day. If you have the new tag, the manufacturing date is above the bar code and to the left.
* Products Nike determines in its sole discretion to be free of any material or workmanship flaws.
* Products evidencing excessive wear, misuse or alteration.
* Size, fit, and style selection complaints.
* Salesman samples
* Returns from consumers residing outside the U.S.
    Thanks! I couldn’t wait to check it out. And… I appear to have a pair of Nikes that was made during the Great Depression. The number above the bar code (the only number on the tag) is:
312180 001 00
    I plan to used the Nikes to mow grass, hearafter. Assuming we get any more rain this year, and the grass revives. It’s not looking likely… And for new shoes, I’m seriously considering web-shopping. Crazy? We’ll see!
@bbbici: As an elite competitive athlete, I often giggle about chubby joggers out there on the paths.”
Jerk.
“But then i remember, hey, at least they’re out there doing something, rather than sitting on their asses like 90% of everyone. At least they are trying, so I give them credit.”
Oh, gee, thanks for the “credit”. Sorry, not everyone’s born an “elite competitive athlete”.
The reason many people FAIL exercise programs is because they push themselves too hard, too early, find it miserable and make no progress.
The key to exercise (and guess what, it’s not all bout being “elite and competitive” like mr. olympiad up there) is doing what’s best for your body and your health.
If that means starting out with a 10 minute mile (which isn’t all that leisurely if you’ve never jogged before), so be it. Actually, it’s an excellent idea.
Sigh…Ben, Ben…surely you would complain if their ad campaign involved six-pack adorned muscular men who make your overweight pale ass feel self-conscious and meek?
You can’t have it both ways.
@bbbici: I’d love to beat your “elite competitive athletic” ass.
I see way, way too many people who don’t enjoy their exercise program (or, worse, they hurt themselves because they exercise above their limits) and give up doing anything at all. We’ve come to a place where it’s all or nothing. Exercise should be fun and it should be a daily part of our lives.
So, what’s worse? Not running a 7-minute mile or not running at all? I vote for getting your feet on the road and running (or whatever exercise you connect with) at a pace that’s appropriate to you.
@tcp100: And the other reason people fail at exercise programs is that they know assholes like bbbci are laughing at them and they hate it. Who wants to do something strenuous and humiliating?