Reebok : Crossing up the game to go beyond the confines of the court.
Challenge
Develop a storytelling platform with distribution channel flexibility for multiple basketball footwear offerings, including the Question and the Answer — two iconic, Allen Iverson-signature silhouettes. The platform should help set up Reebok Basketball through the next few years. The Insight The sneaker category has changed and Reebok is no longer competing against just basketball silhouettes — they are competing against runners, skate-inspired shoes and futuristic-fashion hybrids in lifestyle and culture.
Solution
Strategy Leverage and hone the WIP platform “Crossing Up” along with Allen Iverson’s basketball-lifestyle crossover appeal, and recognize that Reebok Basketball will always disrupt by crossing into culture in unpredictable and truthful ways. Creative Beginning with “Not Just A Basketball Shoe,” a crossover narrative that pushed basketball footwear outside the confines of the category, the platform came to life through messaging as well as a photo and video shoots. We also produced imagery for several basketball silhouettes along with a video spot narrated by Allen Iverson to support a story that tapped into the brand’s heritage in the game and went beyond basketball. Go to Market Imagery and video from the campaign composed retail, digital and social toolkits – content of which appeared across channels with messaging that spoke to crossing basketball heritage into modern streetwear culture.
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