Reebok was preparing to launch the Nano X1, repositioning one of its most iconic training shoes beyond its CrossFit heritage into a broader functional fitness category.

The objective was to introduce Nano X1 to a new generation of fitness enthusiasts across Denmark and Sweden by building awareness through authentic creators who represented modern fitness, wellness and active lifestyles.

Rather than relying solely on traditional fitness influencers, the campaign positioned Nano X1 as “The Official Shoe of Anything”—a versatile training shoe designed for every kind of workout and active lifestyle. PR Nordic was selected to identify, manage and activate a carefully curated network of Nordic creators capable of producing authentic content, generating measurable engagement and delivering assets suitable for Reebok’s owned and paid media channels.

What We Did
PR Nordic developed and executed an integrated creator marketing programme across Denmark and Sweden, combining influencer strategy, creator management and campaign execution to maximise both brand awareness and commercial performance.

• Developed the Nordic influencer strategy for Denmark and Sweden.
• Identified and recruited a carefully selected mix of macro and micro creators aligned with Reebok’s target audience.
• Managed influencer outreach, negotiations, contracts and campaign execution.
• Ensured creators reflected Reebok’s positioning around functional fitness, wellness and active lifestyles.
• Coordinated creative concepts, approvals and content delivery across Instagram and TikTok.
• Secured premium creator content licensed for Reebok’s owned, e-commerce and paid media channels.
• Delivered campaign reporting, performance analysis and optimisation recommendations.

Results
The campaign successfully introduced Nano X1 to highly engaged Nordic fitness and lifestyle communities through authentic creator storytelling. By combining organic content with measurable performance, PR Nordic delivered significant awareness, engagement and direct traffic while creating a library of premium creator assets for Reebok’s continued marketing activities.

• Activated 11 Nordic fitness and lifestyle creators across Denmark and Sweden.
• Generated 260,000+ combined creator reach.
• Delivered 430,000+ campaign impressions.
• Generated 750+ direct website link clicks to Reebok’s online store.
• Produced 7,000+ social engagements, including likes, comments and saves.
• Achieved 5,321 likes, 106 comments and 245 saves on the campaign’s highest-performing Instagram post.
• Generated 98,800+ organic Reel views on the best-performing creator video.
• Achieved 76,585 organic reach from the campaign’s highest-performing Instagram post.
• Created premium creator assets that continued to support Reebok’s owned, paid and e-commerce marketing.
• Successfully repositioned Nano X1 beyond its CrossFit heritage into a broader functional fitness and lifestyle product.

Why It Worked
Rather than partnering exclusively with traditional fitness personalities, PR Nordic developed a creator strategy centred around authentic everyday fitness, wellness and lifestyle communities. This broadened Reebok’s relevance beyond performance athletes and positioned Nano X1 as a training shoe suited to every type of active lifestyle.

By combining carefully selected creators, strong creative execution and measurable performance, the campaign generated significant organic awareness, meaningful consumer engagement and direct traffic to Reebok’s e-commerce platform while producing premium content that continued to deliver value beyond the initial launch.    

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