Reebok Alter The Icons
Reebok asked us to launch Alter the Icons, their largest retail campaign ever. We connected with consumers by creating ownable in-store moments and regionalizing six emerging artists for five Foot Locker retailers. We created a SS 2019 campaign, July 2019 Activation, and FW 2019 Campaign.
July Activation
As we executed the Alter the Icons campaign across U.S. markets, we blended the artists’ individual life paths with the authentic sensibilities of each retailer’s muse to tell unique, compelling stories. We created immersive, unexpected activations within the Foot Locker and Champs flagship retail stores to help build hype around the launch.
Campaign photography © ONLUNCHBREAK, Account: Angela Santanni, Creative Director: Amy Hardy, Designer: Chloe Payne, Amy Fastenau, and Ellen Risch-Booty
Alter The Icons Spring/Summer 2019
Idea: Alter the Expected: Reebok partnered with Latitude to amplify Alter the Icons in SS19. We reinvented the story with a fresh campaign that touched every creative channel, from digital to social, retail and experiential. Inspired by Reebok’s six new artists who all broke and redefined their own rules, the overarching idea, ‘Alter the Expected’, built brand heat and leveraged the hacked-heritage sneaker design. The campaign’s visual language embraced creative tension with “hacked” layouts, unexpected moments from the artists’ lives, and 90s-inspired color pops. We developed an extensive toolkit to create a cohesive, yet flexible system for every creative channel and to help guide our partners.
ATI Philly Activation 2019
ATI Philly attendees: With more than 700 in attendance and coverage from several media outlets, Philly showed UP to celebrate one of the game’s greatest guards, Allan Iverson. Attendees left with inspiration to start their journey towards becoming their own icon.
Account: Angela Santanni, Creative Director: Amy Hardy, Designers: Chloe Payne, Sarah Huener, Nikki Welty, and Doug Swenson (Activation)
Alter The Icons Fall/Winter 2019
Reebok partnered with Latitude to amplify the last Alter the Icons FW19 campaign. We reinvented the story with a fresh campaign that touched every creative channel, from digital to social, retail and experiential. Starting with original creative of a photoshoot to bringing it to live on social and retail. The Icons are back and hacked all over again. From colorways to layers to textures, this direction gives us an inside look at the technical elements and fresh details of the latest silhouette, all while still paying tribute to Reebok’s heritage. The campaign’s visual language embraced the layers and textures that made the shoe.
Account: Angela Santanni & Kelly Lee, Creative Director: Amy Hardy, Designers: Chloe Payne, Sarah Huener, Chris Crammer & Nikki Welty