Rally, A Fitness Lifestyle for Women
While the core Reebok brand embraces “tough fitness,” not every woman who interacts with the brand is looking to beat her burpees best or tackle the next WOD. Some women just want to work out on their terms, at their speed. Others embrace the history of classic Reebok style. As a brand, Reebok needed to be nimble enough to serve a variety of customers. Enter the Rally catalog.
A vehicle for the Reebok brand, the Rally catalog exists in the space between the hardcore CrossFit crowd and the more traditional Reebok style and fitness consumer. Though incorporating editorial stories was a must, the catalog still had a primary goal: sell merchandise! So we set out to strike the proper balance between selling and storytelling to get women to engage with the Reebok brand without alienating the CrossFit consumer. With the summer 2017 catalog, emphasis was placed on key stories and workout activities, including stand-up paddleboard yoga, distance running, vintage classic style and more.
A vehicle for the Reebok brand, the Rally catalog exists in the space between the hardcore CrossFit crowd and the more traditional Reebok style and fitness consumer. Though incorporating editorial stories was a must, the catalog still had a primary goal: sell merchandise! So we set out to strike the proper balance between selling and storytelling to get women to engage with the Reebok brand without alienating the CrossFit consumer. With the summer 2017 catalog, emphasis was placed on key stories and workout activities, including stand-up paddleboard yoga, distance running, vintage classic style and more.
The Rally catalog design combines effective, proven best practices for selling merchandise with bold layouts, dynamic photography and impactful copywriting. Editorial storytelling balances the content for pacing and a lifestyle magazine approach.
A staple of the Reebok brand, executed within the Rally catalog, is powerful, dramatic photography of women engaged in authentic activities. Real athletes mix with fitness models in real scenarios to show the merchandise in action.
