The campaign paid tribute to unique Reebok artists with daring stories and unexpected paths to success.

Think

At the photo shoot, we helped capture artists in the surroundings that shaped them—from the steps of Spanish Harlem to a neighborhood bodega. The artists acted as “cell towers” to amplify the Alter the Icons story within their regions. This simultaneously ensured retailer differentiation and creative strategy across five regions and three product drops.

Design

Inspired by Reebok’s heritage, our creative approach, “Dare to Alter Your Path,” remixed layers from the past with iconic imagery and unconventional brand moments.

Make

As we executed the Alter the Icons campaign across U.S. markets, we blended the artists’ individual life paths with the authentic sensibilities of each retailer’s muse to tell unique, compelling stories.

We created immersive, unexpected activations within the Foot Locker and Champs flagship retail stores to help build hype around the launch.

Impact

The two hyperlocal retail experiences connected consumers with artists who are relevant to their neighborhoods. Additionally, the campaign and product launched within 800 stores per drop. With the success of 2018, Latitude reinvented the story in 2019.

Campaign photography © ONLUNCHBREAK