Reebok - Train for Life / Live With Fire

How a bunch of friends relaunched the brand in the Spanish market.


When working as freelancer in 2013, I joined a group of former colleagues to help Reebok Spain relaunch the brand in the Spanish market.  Over the course of 5 months, we provided strategic and creative advise to the brand, stretching the global platform 'Live with Fire' to a territory much more lifestyle-oriented. 


The main campaign from our reposition plan replaced Reebok's hero-athletes by local ambassadors that were well-known for combining prolific professional and personal lives thanks to sport. We went for an editorial-led approach as an strategy to compete with the big budgets from the main players in the category. 

In performance category: 

  • Josef Ajram - Day trader, writer, extreme runner and cross-fit fan.
  • Saul Craviotto - Policeman, two times Olympic medalist in kayak and runner aficionado.
  • Barbara Gonzalez - Physiotherapyst, Gymnastics Olympic medalist and Martini model girl.
  • Martina Klein - Mum, TV presenter and fitness/yoga enthusiast.

In sportswear category:

  • Miranda Makaroff - Fashion designer, illustrator and blogger.
  • Quim Gutierrez - Award-winning actor, writer and photographer.  

Josef Ajram - Live With Fire (performance)

Barbara Gonzalez - Live With Fire (performance)

Quim Gutierrez - Live with Fire (Classics)


We launched the platform 'Gymbag Series'. A monthly interview tab in our Facebook where local influencers and bloggers showed us what they put in their training bags.



We also build credentials for Reebok Classics by creating a crowd-sourced retrospective celebrating the Reebok products that became part of Spanish pop-culture.

A collaboration with Spain's most famous nostalgia blog 'Yo Fui a EGB' and illustrator Caroline Selmes. 


  • In 2013
  • As Freelance Creative Director
  • With Emma Pueyo, THD (Juan Marcos López, Cecilia Martinez, Anna Tobeña, Serge Gonzalez) and Blua Producers.