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Reebok is known for being somewhat radical as an underdog performance sneaker and apparel brand. They have their sport niches as well as a cult following for their classics. Their 3:AM franchise celebrated artists at that hour—up all night doing what they love to do—create. To celebrate these creatives in Atlanta, Reebok would need to pull out all the stops and do it with real, authentic style.
We researched the Mechanicsville neighborhood to see what made it special. We pulled inspiration from engagement with artist FRKO Rico and Love Renaissance along with a cultural study of Atlantan hip hop, style, interests and behavior. Our backdrop? An abandoned warehouse we sourced and secured specific of place and style. Paying tribute to these creative hustlers who chase their dreams, we created an immersive experience that included three interactive vignettes: a Magic City inspired stage, a custom Foot Locker pop-up shop, and a dynamic photo booth featuring unique FRKO street art.
The party didn’t stop until after 3:AM, giving guests plenty of time to hang or chill creating moments shared on social.
At max capacity, the event sold more product than previous partnership events and made an impression in the local and national fashion and sneaker community.
We followed up the event with a retail launch at Foot Locker stores in the surrounding area. 520+ attendees, 59% sell-thru on footwear, 79% sell-thru on apparel, 61M impressions earned. Reebok 3:AM – we like to believe good things come in threes.
Videography & Editing
Idea & Concept