Reebok employees … just do it
Stephen WhitesideWarc
In February 2014, Reebok – the sporting-apparel group – unveiled a new brand positioning, moving away from its previous focus on elite athletes to target fitness junkies across America.
Ben Blakesley joined the Canton, Massachusetts-based firm as its senior manager/global social media the very same month. And he soon learned that many of his colleagues personified this commitment to exercise as a way of life, and thus had the potential to become authentic ambassadors for the brand's new "purpose" on services like Facebook, Instagram and Twitter.
"Nearly 80% of our workforce...