The stress associated with 2020 has caused many people to seek solace outdoors, their interest in nature increasing during the pandemic. Some of us even transformed the outdoors into green gyms, charging our batteries both for our minds and bodies. According to research by the Office of National Statistics in the UK, three-quarters of home-based workers trained out in the open during this time, with 50% of them going to a local park or to green space to exercise.
Sportswear brand Reebok is committed to being alongside consumers on their journey to reach their potential, empowering them to keep doing their workouts in nature and enjoy the many benefits that such a session can have on them. In support of this and of its new Nano X1 Adventure shoe, the brand launched a global campaign and media partnership with Huck magazine, championing those who do their training sessions outside and thus strengthening their relationship with the natural world.
Titled the “Nano Adventures,” the initiative crafted by Huck and its creative studio TCO London explores the connections humans have developed with the outdoors and focuses on the stories of two young people who found peace in nature amid the lockdown. Both stories celebrate the joy that emerges when looking for new adventures in local natural places, an attitude that lives as part of the shoe’s identity.
Lucy Denver, Head of Brand Communications, Reebok UK, said: “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, added: “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.”
The campaign runs across the brand’s global channels and also through a Huck editorial media partnership in the UK. It is accompanied by a three-minute-long video directed by Hendrick Faller, focusing on the experiences of the runner, cyclist, and fashion buyer Lewis Bloyce, and yoga teacher Rachel Walsh. In addition, a series of six 15-second-long “nanofilms” complementing the initiative has been designed, fitting the digital age we live in.
Credits:
Studio: TCO London
Director: Hendrik Faller
Editor: Rachel Goldsworthy
Creative Director: Andrea Kurland
Huck Editorial Lead: Niall Flynn
Senior Producer: Josh Hillman
Producer: Chloe Smith, Andrew Patrick
Production Manager: Victoria Brazier, Izzie Dowden
Director of Photography: Josh Fry
Photographer: Liz Seabrook
Camera Assistant: Rich Bertenshaw
Runner: Amy Keane
VFX: Rachel Goldsworthy
Sound Mix: Rob Taliesin Owen
Colorist: Jonny Thorpe
Color assist: Daniela Rotaru
TCO Managing Director: Simon Baker
TCO Account Manager: Tom Ledson
Client Commissioners: Reebok
Lucy Denver, Head of Brand Communications, Reebok UK
Jonny Kidd, Brand Director, Reebok, North Europe