Inspired by Reebok’s six new artists who each broke rules and redefined their own, ‘Alter the expected’ built brand heat and leveraged the hacked-heritage sneaker design. Our strategy across every creative channel was to amplify each artist’s voice to connect to our audience and invite them to alter the expected.
The campaign’s visual language embraced creative tension with “hacked” layouts, unexpected moments from the artists’ lives, and 90s-inspired color pops.
We developed an extensive toolkit to create a cohesive, yet flexible system for every creative channel — social, digital, in-store, e-marketing and experiential — and retouched over 200 images.
After culture research and a fast, collaborative working session with Reebok, we created an activation for Foot Locker’s ATI February launch in the Philadelphia market. The “Be Your Own Icon” experience brought the Philly community together to customize their own ATI product, co-create with a local muralist, and find inspiration from local influencers who altered their own paths to success.
With more than 700 in attendance at the activation and coverage from several media outlets, Philly showed UP to celebrate one of the game’s greatest guards, Allen Iverson.
- Donica White, Reebok Classics BU
Research & Analysis
Manifesto & Tone of Voice
Logo & Identity
Illustration & Lettering
Brand Book & Guidelines
Content & Product Planning