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PODCAST & BLOG

Dear Reebok…

by | Dec 15, 2009 | Body image, Empowering Women, working out

Recently Reebok has been running commercials that I don't like. To say the least. (I will post the ads at the bottom of this post). The first time I saw them I said, “Ew, yuk, how sexist!” and moved on about my business. The second, the third, and so on…..I had ENOUGH. I wrote to Reebok and have pasted the letter below. I hesitated at first, and thought, “What does it matter? They won't pull the ads, or apologize.” But then I looked at my 3 month old daughter smiling away at me. I did it for her. Someone needs to stand up for the next generation. I'm not sitting silent anymore. I will carry my soapbox around with me and climb up on in whenever I feel like it and well, just read for yourself:

To whom it may concern:

I wanted to take a moment to contact you regarding your ads. I am an avid runner and in the fitness industry as a certified personal trainer and life coach. I am also a mother of two young children. I am horrified at your latest commercials, three of which are so sexist they are cringe-worthy. Two of the ads feature women and their faces are never shown, obviously an indication that these women are merely tits and ass. And speaking of T & A, one of the commercials shows those two body parts having a conversation. Have you cowered so low that you have to only show this in order to sell what is obviously a fitness gimmick?


I hope that my daughter grows up in a world where companies like Reebok are long gone, companies that view women as sexual objects and nothing more all in the name of the almighty dollar. We have come too far to put up with crap like this. I can only assume that your marketing team is made up of chauvinistic men, preying on the insecurities of women. Well then, good for you. I hope your mothers are proud of you. I am here to tell you that I will NEVER buy your products again.

Shame on you, Reebok. Have some integrity and apologize for your lack of respect for women.

Sincerely,
Andrea Owen

Here is one ad that I suppose it supposed to be funny…

This one promises a better butt and legs, because obviously yours aren't good enough if they don't look like hers:

And this one is my favorite. It speaks for itself:

If you would like to drop Reebok a line, here is the email I used: corporate@reebok.com


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Edited to add:

Here is the response I received from Reebok:

Hello Andrea,

Thank you very much for your feedback. All consumer feedback is helpful, as it provides us with an understanding of the public perception and opinion of our products and marketing.

The Reebok EasyTone ads were created to clearly illustrate the unique benefits of the footwear in a fun and bold way. The feedback we have received tells us that many consumers look at the ads in exactly that light, however we acknowledge that some consumers do take exception with the content of the ads.

You can be assured that your feedback will be relayed directly to our marketing team.

Regards,
Reebok Corporate Communications

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