Reebok is launching a campaign based on its brand message for fiscal year 2015, "Be More Human."

"Be More Human" represents Reebok's theme of "being more human." It represents enhancing one's potential through fitness and becoming a stronger person, not just physically but mentally. The campaign aims to spread this theme and "transform the way people perceive and experience fitness."

A brand movie expressing this message, "Freak Show," was released on February 2nd. It features footage of people running in the rain, climbing ropes, and repeatedly doing tire flips. It depicts how, through training, they transform into better people, such as better leaders and fathers and mothers.

Reebok Brand Resident Mac O'Toole said about the campaign, "At Reebok, we believe that by pushing ourselves to our limits through fitness and challenging our limits, we can gain the power to dramatically change ourselves not only physically, but also mentally and socially. We are confident that challenging our own limits can change not only our physical limits, but our lives themselves."