Panama has designed and rolled out a wide-scale European customer loyalty campaign for Reebok: "Every Drop Counts", a joint campaign between Reebok, Intersport and Les Mills. Customers attending Les Mills classes at their gyms can collect so-called "Reewards", entitling them to exclusive

discounts on Reebok products in participating Intersport stores. Panama designed the promotion and accompanying campaign, and developed all offline and online advertising materials. It also implemented a microsite aimed at both consumers and instructors, launched in a total of 12 languages.

Customers can register on the microsite and confirm class attendance online. This entitles them to collect "Reewards", which they can then redeem at Intersport. After users connect to the relevant system, they can later use their registration details to log on to all other Reebok online platforms.