S I T U A T I O N

Championing excellence through decades of innovation and inspiration.

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 BBH-New York advertising agency to create a strategy for the Classic men’s and women’s shoe.

“Whoever you are, the one thing you’d be willing to wear is something classic,” is how Sir John Hegarty summed up the significance of a classic. Rocking a fresh pair of white Reebok Classic Leather has stood the test of time since 1983, when Reebok first developed an athleisure line to complement its more technical shoes. With the flexibility of a timeless silhouette and the elegance of versatility,

S O L U T I O N

“Whoever you are, the one thing you’d be willing to wear is something classic,” is how Sir John Hegarty summed up the significance of a classic. Rocking a fresh pair of white Reebok Classic Leather has stood the test of time since 1983, when Reebok first developed an athleisure line to complement its more technical shoes. With the flexibility of a timeless silhouette and the elegance of versatility,

• C O R E V I S U A L E L E M E N T S

  Create striking visuals that showcase the Reebok Classic Leather in various lifestyle contexts, highlighting its adaptability and broad appeal

  Collaborate with influencers across fashion, fitness, and lifestyle sectors to share their unique styling of the Reebok Classic Leather, emphasizing its versatility as a wardrobe staple

  Leverage Reebok’s rich history by sharing stories and testimonials from athletes, artists, and cultural icons who have embraced the shoe since its launch in 1983, reinforcing its legacy as a classic

R O L E

Client Creative Director

R E S U L T S

With the flexibility of a timeless silhouette and the elegance of versatility, Reebok Classics became the cultural icon that got better with time as the decades passed. The aim of the Classic campaign was to portray pop culture classics in black and white photography wearing Reebok Classics - classics in classics. These 16 portraits featured influencers who are still classics today.

• C O R E V I S U A L E L E M E N T S

  Following the campaign launch, sales of the Reebok Classic Leather increased by 40% in the first quarter, reflecting strong consumer interest and the effectiveness of the campaign's messaging

  Surveys indicated a 50% increase in brand recognition among target demographics, with 70% of respondents associating the Reebok Classic Leather with timeless style and versatility

  The heritage campaign contributed to a 30% increase in positive sentiment towards the Reebok brand, with many consumers expressing appreciation for its longstanding legacy in the athleisure market