Idea: Cultural Core

Looking to relaunch a recreated classic, Reebok needed to blend in to the local Atlanta seen to celebrate creators in an authentic way.

Looking to relaunch a recreated classic, Reebok needed to blend in to the local Atlanta seen to celebrate creators in an authentic way.

Experiential

Situation

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.

Transformation

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.

Impact

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.

Brand

Strategy
Digital Elevation
Production

Marketing

Social Campaign
Photography
Videography & Editing

Retail

Site Surveying
Keylining
Design
Prototyping
Installation

Experiential

Culture Craft
Idea & Concept
Journey Mapping
Digital Amplification
Production

Let’s Design Tomorrow

Krista Carroll

+1 646 943 4446

Jeremy Carroll

+1 646 243 4911

Glenn Deering

+1 763 807 0624

David Denham

+1 612 723 8042

Joey Perry

+1 646 943 4448

Jason Strong

+1 612 867 9461