Titled ‘Nano Adventures’, it champions the newfound relationship consumers have built with the outdoors during lockdown, encouraging them to continue enjoying exercise in the natural world due to the benefits that it can have on their bodies and minds.
The ‘Nano Adventures’ campaign, produced by independent culture bible Huck and its creative studio, TCO London, shares the stories of runner, cyclist and fashion buyer Lewis Bloyce, and yoga teacher Rachel Walsh – two young people who found solace in nature during the height of lockdown. Each character’s story explores the joy that comes with seeking out adventures in local natural spaces, an ethos that serves as a key part of the Nano X1 Adventure’s identity.
It comes at a time when the importance of outdoor exercise cannot be overstated. Three quarters of home-based workers exercised outdoors during the pandemic, according to research by the Office of National Statistics, with 50 per cent of those visiting a local park or green space to do so.
The campaign is being activated across Reebok’s global channels, as well as through a Huck editorial media partnership in the UK. Alongside a three-minute film directed by Hendrick Faller, the campaign is supported by six ‘nanofilms’ These are unique, self-contained stories, that total at 15 seconds each, designed to play on the notion of short attention spans in the digital age.
The Nano X1 Adventure builds on the design of the Nano X1 training shoe that launched earlier in 2021, with additions that help further support outdoor fitness and exploration, including an updated rubber lug outsole, antimicrobial lining and a lace-lock harness.
Lucy Denver, Head of Brand Communications, Reebok UK: “Regardless of where you live, city or countryside, there are adventures right on your doorstep. Moving your body has such a positive impact on your physical, mental and emotional health. The Nano X1 Adventure is the perfect shoe to help you get outdoors and keep moving.”
Simon Baker, Managing Director, TCO London: “In helping people to see the world through the lens of a Nano Adventure, we are driving the idea of opportunity for exercise being everywhere, that your body and mind can benefit even if you think you are limited by time or your environment.”
Read more from Huck here.