Running Reeboks to New Yorkers

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Aug 28, 2014

Running Reeboks to New Yorkers

Today, we helped Reebok power up its Human Dispatch Service, or HDS, to deliver the brand’s ZJet shoes to the feet of New Yorkers who tweeted @Reebok #ReebokHDS.

Will McGinness explained to Fast Company the inspiration behind the idea: “We live in such a real-time environment now where you can get just about anything delivered to you immediately. It made sense that Reebok would take the same approach for shoes. The air channels make the ZJet a unique shoe and we thought the try-on process should be just as unique. So, we decided to create a Human Dispatch Service that runs on what the shoes do: air.”

The world is taking note with Creativity naming the stunt an “Editor’s Pick.” Self and Adweek took notice too with Adweek commending us for giving “a little steak to go with the sizzle."

Venables Bell & Partners