Mumbai: Reebok is all set to launch its new, fully-integrated marketing campaign - "Live with Fire", continuing the brand‘s mission to change how people perceive and experience fitness.

With this campaign, Reebok shows how living an active lifestyle can inspire people to live their lives with passion, intent and purpose - and inspire others to do the same.

In addition to featuring Reebok‘s core pillars of training and running, the campaign reinforces Reebok‘s commitment to women‘s fitness through the introduction of its Dance and Yoga collections, as well as a renewed focus on walking.

The campaign builds off the brand‘s 2012 campaign, "The Sport of Fitness Has Arrived," which featured CrossFit as a symbol of the rapidly changing fitness landscape. The campaign illustrated how CrossFit builds community and confidence and fosters a spirit of competition and camaraderie.

Reebok India brand director Steve Mc Phereson said, "In a recent study we undertook to discover Fitness Trends with Indian consumers, it was found that while Indian males are actively pursuing running and "Gymming", women were fulfilling their fitness needs through dance, yoga, aerobics and walking. The Reebok House of Fitness addresses all these categories and more through specially designed product and marketing. Through our attitude of Live with Fire we intend to ignite all of these categories and build sustainable success stories."

"Live With Fire" campaign rolls out with a 360 degree launch plan covering TV, Out of Home, Digital, Print and Events and Activations.

Reebok‘s core technology product - Realflex - positioned as the ideal training footwear is the main product focus of the campaign which is scheduled to go live soon.

Reebok‘s new marketing campaign takes innovation a notch higher with exciting initiatives packed across all media tools. While the brand intends to cut the clutter through impactful and larger than life moving shoe cut-outs in outdoor and one-of-kind fitness activation on digital, it is also engaging the target audience through associations with gyms like Fitness First and Sport Fit by MSD.

Also, Reebok will be launching an Online Flash Mob "Ignite the Fitness Fire" - a mobile application that will encourage users to step into a Fitness Zone like Gyms/Parks and win rewards while competing with MS Dhoni and beating him in the challenge.

The app will be available on Apple and Android devices as well as online on Facebook.