Pump it up

South Korea – A new advert from Reebok is getting commuters on their feet in an underground battle royale.

• 5.3m deaths worldwide per year are caused by sedentary lifestyle 
• Agency Innored’s campaign for Reebok’s ZPump sneakers brought a competitive edge to the morning commute

The campaign, marking the revival of the Reebok classic pump sneaker, is an attempt to raise awareness and tackle South Koreans’ sedentary lifestyles. Commuters were selected to pit their wits against fellow travellers by reacting to lit Pump logos on the platform’s walls – whoever scored the highest was then rewarded with a new pair of trainers. The campaign, created by digital agency Innored, turned the neutral space of the subway into a fun battleground, transforming a situation in which people ‘sit around waiting for their train’ into a riotous experience that perfectly captures the fun fitness ethos of the brand.

The Big Picture: Our Body Temples macrotrend explores how for today’s time-poor consumers fitness is about making small choices and tweaking everyday routines as opposed to an unattainable physical ideal.