Much like Under Armour made it way into studio and dance by sponsoring Misty Copeland and extending their Studio line, Reebok may be venturing into similar waters. Here’s a Reebok press release detailing their partnership with DanceOn for 2016:
Reebok and DanceOn are partnering in 2016 for a first of its kind, year-long influencer campaign that will transform three internationally renowned dancers into global brand ambassadors for the new Reebok Studio Collection. The influencers will empower women to embrace their fitness goals with style and confidence within their communities.
The influential dance talent — Danielle Peazer, Chachi Gonzales and Rino Nakasone — each will tap into their highly engaged social media followings to target key markets, including Western Europe, the United Statesand Hispanic Americans, as well as Asia.
Throughout the year, DanceOn programming will reflect how the Reebok Studio collection aligns perfectly with Danielle, Chachi and Rino’s unique styles, dance skills, active lifestyle and personalities across digital and social platforms.
“We are honored to announce our partnership with DanceOn, a brand which shares our belief and commitment to empowering and uniting people through fitness,” said Barbara Ebersberger, Reebok VP of Studio. “Dance allows us to celebrate our own individual style and strength, so we look forward to working with DanceOn and inspiring people all over the world through this universally loved sport.”
DanceOn’s digital influencers will be featured on Reebok’s advertisements in retail stores and window displays. The trio will also drive awareness toward a co-branded sweepstakes, giving away a Reebok Experience inclusive of a shopping spree and coveted Reebok Studio Collection gear. Reebok will incorporate key seasonal styles in original content created by DanceOn, which will be promoted via social, digital and email.
Dance influencers have fueled viral sensations including the Whip Nae Nae, Hit The Quan, Gangnam Style, and the Harlem Shake – videos watched over 5 billion times and generating even more in fan and user content. A quick look at YouTube’s Top Videos of 2015 and YouTube Rewind find the dance influencer is a central theme. DanceOn’s #WatchMeDanceOn campaign generated the #1 trending video on YouTube in 2015 (DanceOn influencer, Heaven King’s “Watch Me (Whip / Nae Nae)”).
“Dance influencers make perfect brand ambassadors. They are athletes, models and artists all in one and now through DanceOn and social platforms, they have on-going media amplification,” said DanceOn CEO Amanda Taylor. “We’re very excited for Reebok’s first ever global sponsorship of these three uniquely powerful dancers!”
About DanceOn Reebok Ambassadors
Chachi Gonzales is a teen dancer, choreographer, actress and fashionista. She is the star of her own show “Chachi’s World” on Verizon’s go90 platform, where fans can join Chachi’s journey as she navigates her life inHollywood and travels the globe. Chachi was a member of the dance crew I.aM.mE, which won the sixth season of MTV’s “America’s Best Dance Crew.” She’s danced with Britney Spears and Meghan Trainor. She was part of the cast in the second season of Hulu’s teen drama “East Los High.”
Danielle Peazer was born in London and started professional dance at the age of 16. After graduating from English National Ballet School, Danielle has danced for Leona Lewis, Jessie J, “The X Factor,” the Queen’sDiamond Jubilee, Brit Awards and the London 2012 Olympic Games.
Rino Nakasone is a dancer and choreographer from Okinawa, Japan, and her dance crew Beat Freaks participated in “America’s Best Dance Crew” season three. She’s taught as a choreographer across Asiaworking with groups such as SHINee, Girls’ Generation, TVXQ and AKB48. She’s also danced with Britney Spears, Gwen Stefani, The Pussycat Dolls and Justin Bieber.
About Reebok
Reebok International Ltd., headquartered in Canton, MA, USA, is a leading worldwide designer, marketer and distributor of fitness and lifestyle footwear, apparel and equipment. An American-inspired global brand, Reebok is a pioneer in the sporting goods industry with a rich and storied fitness heritage. Reebok develops products, technologies and programming which enable movement and is committed to accompanying people on their journey to fulfill their potential. Reebok connects with the fitness consumer wherever they are and however they choose to stay fit – whether it’s training, running, walking, dance, yoga or aerobics. Reebok Classics leverages the brand’s fitness heritage and represents the roots of the brand in the sports lifestyle market. A subsidiary of the adidas Group, Reebok operates under the multiple divisions of the Reebok brand, Reebok-CCM Hockey and the Sports Licensed Division. Reebok is the exclusive outfitter of CrossFit and the Reebok CrossFit Games, the official title sponsor of the Reebok Spartan Race and exclusive apparel provider for Les Mills.
For more information, visit Reebok at www.reebok.com or, for the latest news at http://news.reebok.com/.
Or, discover Reebok at the following locations: http://facebook.com/reebok; http://twitter.com/reebok; andhttp://youtube.com/reebok
About Reebok Studio Collection
The Studio is the spark that connects the female fit generation to the Reebok brand. Reebok is a brand that fits your style. Whether it’s sporty, chic, or both, Reebok has the right product that fuses function and style with bold, high fashion pieces allowing her to express her personality or alter ego for that day, for that class.
About DanceOn
DanceOn is an entertainment focused digital media network celebrating music and dance in pop culture. Through multi-platform storytelling and diverse, influencer-driven programming, DanceOn reaches Generation Y and Z, seeking on-demand music content everywhere.
The network’s 5B+ views, 30M+ subscribers and 50M+ fans across platforms make DanceOn the largest entertainment network for music and dance on any platform and one of the most influential in discovery. DanceOn was a major programmer behind pop culture phenomenon like Trap Queen, Watch Me Whip/Nae Nae, and Hit the Quan which all hit Billboard’s Top 15. DanceOn’s acclaimed shows include Dance Showdown with nearly 100MM views over 4 seasons, and The Edge, a docu-series showcasing the World’s iconic music videos, tours and performances. Discover the new music video – influencer and fan driven, viral dance hits.
DanceOn was co-founded by CEO Amanda Taylor, Madonna, Guy Oseary and Machinima Chairman Allen DeBevoise. Investors include Allen DeBevoise, AMC Networks, Third Wave Ventures, Plus Capital and Luminari Capital among others.
