Elias Cherem

"Cheat on Your Girlfriend, Not on Your Workout".

Brands make ads to be remembered. They want ads that are different, fit their
brand, and mean something to people. Sometimes, big brands make mistakes.
Reebok made a big mistake with their ad "Cheat on Your Girlfriend, Not on Your
Workout".

Reebok is a global athletic footwear and apparel company. Founded in 1958 in

Bolton, England, it has since become one of the leading brands in the sports
and fashion industry. Over the years, Reebok has produced a wide range of
sports equipment, with a special focus on shoes for activities like running,
basketball, and cross-training. The brand is also known for its collaborations
with celebrities and its involvement in fitness movements, making it a
recognizable name in both the athletic and fashion worlds.

Reebok is known for sport and doing things right. But this ad was very different.
It made it seem like cheating in a relationship might be okay, as long as you still
workout. This was not a good message and didn't fit what Reebok is about.
The ad's message was also hurtful. Cheating is bad and hurts feelings. By
joking about it, the ad upset many people. Also, it seemed like the ad was
mostly talking to men.

To understand the magnitude of Reebok's mistake, we must first recognize the

role of a brand's core values in advertising. Reebok, historically associated with
athleticism, integrity, and fitness, took a jarring detour with this campaign. By
suggesting the approval of cheating in personal relationships, provided one's
dedication to fitness remains, the campaign was a stark deviation from what the
brand stands for. Such incongruence not only confuses the audience but also
weakens the brand's identity. After the ad came out, the reaction was big. In
today's world, people quickly share their opinions online. A lot of people did not
like the ad. This shows that in the digital age, when a brand makes a mistake,
many people will know about it fast.
Reebok's mistake wasn't just about people talking. It also had real effects on the
company. Brands build trust with people over time. One bad ad can hurt that
trust. People might decide not to buy from the brand anymore. For Reebok,
there was a risk of losing customers and money.

“We regret that some offensive Reebok materials were recently printed. The
signs were removed as soon as we were made aware of them. I can assure you
that Reebok does not condone this message or cheating in any way. We
apologize for the offensive nature of these materials, and are disappointed that

they appeared at all."

Reebok also failed the golden rule of poor taste: if an ad is going to be

offensive, it should be clever as well.

Lastly, the ad promotes not Reebok, but the hyper-masculinity stereotype of

men. This ad was found in a gym, so it assumes that the people working out are
mostly straight men. The ad tries to use the picture of a masculine looking man
and the phrase about the girlfriend as ethos to build their credibility and connect
with what they assume to be a straight male audience. However, this tactic is
not very effective in advertising because they are limiting their audience to a
smaller group of people. A more effective ad would appeal to most everyone to
try to sell their product to more people.

What Reebok Could Have Done Better

They could have talked more about being true to goals and staying committed.
People everywhere understand the idea of staying true. If Reebok talked about
staying true to oneself, their own goals, and fitness, people would have felt
more connected to the ad. Also, sharing different stories from different people
would have made the ad feel more real and caring. Before showing the ad, they
could have asked people what they thought. This could have shown any
problems.
After the ad came out, a lot of people talked about it. Nowadays, with the
internet, both good and bad things spread fast. Reebok quickly said sorry and
stopped the ad. But many people still remembered the bad message. Mistakes
like this can hurt a brand's name and can even cost them money.
To end, Reebok's ad shows that ads need to be done right. Brands want to
stand out, but they also need to be careful and kind. Today, ads can quickly
change how people see a brand. So, it's important for ads to be both smart and
caring. A good brand is not only remembered but loved by people.

In conclusion, Reebok's "Cheat on Your Girlfriend, Not on Your Workout"

campaign serves as a lesson in the significance of responsible advertising. As
brands seek to make their mark in an oversaturated market, the imperative to
be unique and audacious can sometimes overshadow the necessity for
empathy and alignment with core values. In our interconnected world, it
becomes crucial for advertisers to strike a balance between creativity and
sensitivity.

https://www.businessinsider.com/reebok-wisely-pulls-ad-that-tells-men-to-
cheat-on-their-girlfriends-2012-3?r=MX&IR=T

https://www.dailymail.co.uk/femail/article-2118314/Reebok-forced-pull-
controversial-Cheat-On-Your-Girlfriend-Not-Your-Workout-ad-campaign-
public-backlash.html

https://www.cbsnews.com/boston/news/reebok-pulls-ad-urging-people-to-
cheat-on-your-girlfriend-not-on-your-workout/