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 States and 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!”