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.

Sport the Unexpected


Website Visits In 3 Months:
Positive Social Mentions:
“Is a Brand for Me”:

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Storm The Court

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.

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