Idea: Alter the Expected

Reebok partnered with Latitude to amplify Alter the Icons in SS19. We reinvented the story with a fresh campaign that touched every creative channel.

Reebok partnered with Latitude to amplify Alter the Icons in SS19.



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.

I value Latitude's attention to detail and ability to work cross functionally to execute campaign deliverables across various marketing channels. True experts in their field – bringing a campaign to life. ”

- Donica White, Reebok Classics BU


Research & Analysis
Manifesto & Tone of Voice

Brand Design

Logo & Identity
Visual System
Illustration & Lettering
Brand Book & Guidelines

Content Design


Experience Design

Content & Product Planning
Interactive Engagement