Reebok

The 90’s are back baby. And so is Reebok. Reebok is gonna hit’em with a major new multi-channel experiential campaign, taking its cues from the brand’s product archive and history, called 90’s Roots. With the world of high street retail rapidly evolving, the campaign taps into the current revival in fashion and music from the 1990s - a time when the Reebok brand was known for innovative designs that made shoes lighter, faster and more comfortable. The visual direction is suggestive of the struggles the 90’s had with technology, anonymity and the relationship of brand to user. In the 25 years since then, this struggle still resonates with the public, however in a different way.
This is the brand’s campaign for Western Europe. A heavy emphasis on digital elements, emphasizing the balance of technology, user, anonymity and brand. Below are a few shots showcasing the digital, social and visual direction. 

work