Reebok Classic
Reebok aimed to reposition their classic shoes from being seen as outdated, low-cost footwear to being recognized again as a fashion icon. It didn't make sense to classify the Reebok Classic Leather merely as a running or working shoe, which led to the development of this concept.
The multi-phase, omni-channel campaign achieved over 7 million impressions, significantly exceeding its media budget expectations.
In the first phase of the campaign, we introduced the UNCLASSIFIED concept at the product level. The focus was solely on the shoe, with nothing else showcased.
In the second phase of the campaign we partnered with Rae Sremmurd to be the ambassadors of the UNCLASSIFIED concept.
The campaign received excellent press coverage in the music industry and garnered 40 million impressions.
