6The Brand Newsroom
It's 9 a.m. on a July morning in Reebok's newsroom, and a brainstorming session called “Binge Think,” is heating up.
When we walk in, Dan Mazei, the senior director of Reebok's Global Newsroom, is standing on a chair, scribbling story ideas on a whiteboard. A dozen staffers surround him, gathered on couches and colorful footrests. Everyone is young and fit, and we feel like we've walked on the set of an office comedy. The banter that follows confirms these suspicions.
“Refinery29 headline yesterday: ‘The Magical Advice We Got from a Real Fitness Witch.’”
“A witch?”
“Yes, a fitness witch. She works at Enchantments, an occult shop in Manhattan. She was also a trainer at Equinox.”
“Puts the whole fitness goth trend into a whole new light.”
“There's a fitness goth trend?”
“Oh my god, yeah. People work out in all black. There's a studio on Bowery. Can you search for it? It has a bondage spinning bike on the ceiling.”
“So, she can be our goth fitness expert?”
The exercise goes on like this for an hour. By the end, Mazei stands on his tiptoes, using every inch of available whiteboard space. The team settles on a plan to shoot a video two days later with an influential 15-year-old power lifter. They'll give him old-school toys like a Skip-It and see how he reacts to bygone devices once meant for Millennials.
The team also decides on a half dozen blog posts—ranging from indoor fitness routines to help you survive the heat wave to a scary interview with a former Spice ...
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