Reebok | Boxing for Better Mental Health
Results
1.68m
combined influencer following
179.3k+
estimated reach
£32k
earned media value (EMV)
Brief
Reebok has always been rooted in performance. Born in Bolton, forged in boxing gyms, the brand has a history of equipping athletes not just for the physical fight, but the mental one too.
So, when Reebok briefed us, it was about more than shifting product. They asked us to create an experience that got men talking about what they carry to the gym in their bags, and what they carry in their minds.
At the heart of the campaign was Reebok’s new non-seasonal performance underwear collection. Engineered for movement, we positioned it as a training essential. As fundamental as trainers, gloves or water.
But the ambition went deeper. Sport has always been a place where men process pressure, release stress and find resilience. Yet stigma still keeps too many conversations about mental health locked away. Our challenge was to break that silence by creating a space where men felt as comfortable talking about their headspace as they do about their workout.
Response
Reebok was born in the North West of England, with Bolton at the heart of its story.
The town is home to the original Reebok Stadium, the brand’s first-sponsored boxer and local hero Amir Khan, and a proud sporting tradition. Yet the region faces a sobering reality: the North West has the highest male suicide rate in the UK.
In a homecoming with purpose, we partnered with Elite Community Hub Bolton, part boxing gym, part community centre – an unapologetically Northern, sweat-on-the-floor environment where men can train hard and be themselves.
Over 20 UK creators and fitness personalities joined us here, including Bolton-born Love Island favourite Joshua Ritchie and Love is Blind star Bobby Johnson, amplifying sport as a space for connection and meaningful conversation.
The session kicked off with an introductory talk on the technology behind Reebok’s performance underwear, before our influencers pulled it on and stepped into the ring with Elite’s coaches and professional fighters. The workout put the product through its paces – and gave our influencers first-hand proof of its efficacy.
Reebok-branded lockers showcased open gym-bag displays, positioning the underwear as an essential part of any training kit while creating a mini ‘locker room’ for deeper conversation. Here, Elite’s coaches closed the session with an unscripted talk about their own mental health journeys and the mission behind Ricky’s Club, the Hub’s weekly support group for men.
The atmosphere was powerful and authentic – true to the men, the sport and the brand. In a gym full of boxers and influencers, conversations became raw, personal and deeply moving.
Amplification
Aligned with our signature Creativity. Multiplied.™ ethos, the experience made an impact well beyond the gym’s walls.
Influencers’ Reels and Stories rolled out across their channels to reach over 179,000 people, communicating the key messages of boxing for men’s mental health and the benefits of Reebok performance underwear during workouts.
Reebok’s global Instagram amplified the moment with a hero film featuring our Creative Director’s talk to over four million followers. Regional press picked up the story, anchoring Reebok to its brand heritage and values in the media.
The activation coupled product with purpose in one hit: Reebok’s performance underwear was tried and tested, and boxing became the conduit for honest conversations about mental health.
Sweat dripped, stories flowed, and men connected authentically, in the gym and online.
Services
Event concept & creative planning
Venue scouting & production design
Influencer outreach, negotiation & management
Event planning, on-site management & logistics
Content creation & social asset production
Branding & design
