Sport the Unexpected
Reebok had 1% of the market and was virtually invisible to a new generation of consumers. We turned its weakness into a strength, and launched “Sport the Unexpected” — a platform and integrated global campaign which celebrated people going against the grain within the world of sports and street culture.
Same old, same old sports marketing needed some shaking up. So, with Reebok, we created a campaign that no one saw coming
We launched an unexpected activation that used Ring cameras, CCTV and neighborhood social networks as guerilla media. This was a true “first” — for a shoe launch and for advertising.
For the final chapter of Reebok's Sport the Unexpeected campaign, we brought Cardi B, the iconic Club C sneaker and an extraordinary set of nails together.