“I am what I am”
Most athletic brands choose athletes that closely approximate their values. Reebok’s heritage of celebrating diverse expression had lead to scatter for the brand. “I am what I am” flipped the diversity of the brand into its guiding principle.
NHL/SIDNEY CROSBY: "HOCKEY-CENTRIC"
Hockey fan? Then you know Sidney Crosby. This was one of the first commercials he ever did. The idea came from a pre-interview where he spoke about his teenage years very candidly.
Hoodies. The workhorse of any athlete's wardrobe. Reebok had to pull this ad for a few weeks because demand outpaced supply. Not a terrible problem to have.
Eli Manning and Chad Pennington were cross-town NFL rivals. What better way to gin up enthusiasm, then showing the GIant's and Jet's QB's playing a game of catch.
Our insight here: Nothing unites sports fans like superstition.
For NFL cold weather gear we wanted to tell the story of a warm-weather team and their journey into the icebox of Buffalo, NY.
REEBOK GLOBAL 2-IN-1 CAMPAIGN
Reebok asked us to develop a campaign that drove sales for both their casual/lifestyle apparel as well as the their true sport gear.
REEBOK GLOBAL 2-IN-1 DIGITAL
We're big believers in keeping the threshold low for engagement. To underscore personal duality, we asked participants simply to give us their name and two words that described them. Then we geotagged the submissions and ran them on a simple loop.
GLOBAL RUNNING PRINT CAMPAIGN
In digging through running blogs, we found that a lot of runners play mental games with themselves to push the distance. Reebok loved the idea.