Reebok Classic

Integrated Brand Campaign (Reebok “Unclassified”)

Contributed to the development and execution of Reebok’s “Unclassified” campaign, repositioning the Classic Leather as a timeless cultural icon that transcends categories. The concept challenges traditional product classification, highlighting the versatility of the shoe across fashion, music, and everyday life. By removing labels, the campaign reframes the product as adaptable, expressive, and relevant across generations and subcultures. Reebok aimed to reposition their classic shoes from being seen as outdated, low-cost footwear to being recognized again as a fashion icon.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.

Execution:  Designed campaign assets across digital, social, retail, and out-of-home environments, creating a cohesive system that brings the “Unclassified” idea to life at every touchpoint. Visual design focuses on simplicity and clarity—often isolating the product to reinforce its versatility—while allowing cultural context and collaborations to expand the narrative. The system balances minimal product storytelling with expressive, culture-driven moments, ensuring consistency while allowing flexibility across platforms.

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.