S I T U A T I O N

Take Your Performance Higher.

Reebok, founded in 1958 as a small British shoemaker, has a rich heritage rooted in performance and fitness innovation. Reebok stands as a prominent player in the athletic footwear and apparel market, renowned for its innovative designs and strong ties to fitness culture. With a history dating back to 1958, Reebok has evolved from a small British shoemaker into a global brand synonymous with performance and style.

As the fitness boom continues to gain momentum, Reebok recognizes the need to adapt to changing consumer preferences and market dynamics. The brand is focused on expanding its product lines to appeal to a broader audience, including casual athletes and fashion-forward consumers.

C H A L L E N G E

Partner with the Berlin Cameron advertising agency to create a comprehensive 360° campaign strategy for a new footwear line inspired by NBA star Allen Iverson.

S O L U T I O N

Create an electrifying 30-second broadcast commercial that showcases the Answer 5 basketball shoe through the dynamic synergy of NBA legend Allen Iverson and renowned rapper Jadakiss, blending sports and music culture.

• C O R E V I S U A L E L E M E N T S

  Needs to effectively convey the essence of the Answer 5, appealing to fans of both basketball and hip-hop while driving brand awareness and sales

  Feature a dynamic synergy of NBA legend Allen Iverson and iconic rapper Jadakiss, seamlessly blending sports and music culture

  Film in black and white to evokes a classic, timeless feel, connecting the present with the rich histories of basketball and hip-hop culture, while also creating striking contrasts that accentuate movement and form

R O L E

Client Creative Director

R E S U L T S

The electrifying 30-second commercial featuring Allen Iverson and Jadakiss prioritized black and white imagery to evoke a classic, timeless feel that connects the present with the rich histories of basketball and hip-hop culture, while employing a simple graphic design style that stays true to both Allen Iverson's spirit and the Reebok brand.

• C O R E V I S U A L E L E M E N T S

  The commercial generated a 60% spike in brand recognition among targeted demographics within the first month, effectively engaging both basketball and hip-hop fans

  Following the campaign launch, the Answer 5 basketball shoe saw a 45% increase in sales, demonstrating strong consumer interest driven by the powerful association with Allen Iverson and Jadakiss

  The collaboration successfully reinforced Reebok's position at the intersection of sports and music, with notable media coverage and discussions in pop culture outlets, further solidifying brand relevance in contemporary culture