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Reebok Chooses To “Be More Human”

Early in 2013, Reebok approached our team with the need to develop a deep, emotional understanding of the motivations of fitness customers and the context of fitness activity in 6 countries. Our team spent 6 weeks on a round-the-world journey to uncover the common beliefs, values and motivators for hard core fitness enthusiasts in order to help Reebok connect with these individuals in a more resonant manner. At Culture, we …Read More