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The concept to vandalize a high-brow gallery space with Trevor Andrew’s street art elevated the Reebok products and created a juxtaposed experience.
Traditional gallery details, such as art cards and white walls, lived alongside lo-fi artist details like splattered drop cloths, vandalized mannequins and stacked retro TVs.
From a window installation and unique product storytelling to artist-inspired activities while a DJ dropped the beats, the entire NYC33 space was transformed. We expanded the idea to launch the collection in Foot Locker flagship stores.
Our focus on media influencers and engagement helped drive the exclusive 3:AM capsule to sell out in less than 4 hours on both Reebok.com and Footlocker.com, all while creating brand love and excitement.
- Senior Marketing Manager, Reebok