Reebok CrossFit, a revolutionary strength and conditioning programme, teamed up with artists 3D Joe and Max to break the Guinness World Record for the largest ever 3D street art. The painting measured an impressive 1,160.4m² and was unveiled at London's West India Quays, Canary Wharf. Here the public were invited to take part in a Reebok CrossFit WOD (workout of the day) on the spectacular artwork.
The new Reebok commercial “"Girl Inspired"” is bold & beautiful, striking a chord and with a rhythmic intensity that is the fusion of music video and an all-out powerful brand spot for agency mcgarrybowen. Reebok and Alicia Keys have a new and exciting partnership and design collaboration. Alicia's first project with Reebok is the launch of her own signature collection, which includes a new take on the Freestyle Hi (also known as the 5411), Freestyle Double Bubble, Classic Nylon Slim and Princess.
To support the launch of her new Reebok Classics signature collection, Alicia Keys is featured in this TV commercial directed by Samuel Bayer. Set to an exclusive version of her upcoming new single, Girl on Fire, the story showcases how Alicia inspires and empowers women through her soul-searching journey to the top. The story takes place in the world's greatest canvas and Alicia' hometown — New York City.
Credits: Title: “Girl Inspired”: 30 Advertising Agency: mcgarrybowen, New York, NY Executive Creative Director: Mark Koelfgen Associate Creative Director: Jamie Massam Associate Creative Director: Cooper Smith Account Director: Alison Stratten Account Supervisor: Heather Livengood Executive Producer: Steve Ford Assistant Producer: Nick Bourne Production Company: Serial Pictures NY & Serial Pictures CA Director: Samuel Bayer Executive Producer: Violaine Etienne Head of Production: Peter Fitzgerald Producer: Richard Berman Editorial Company: Cut + Run Editor: Gary Knight Assistant Editor: Zach Patten Producer: Melati Pohan Executive Producer: Rana Martin Telecine: Company 3, New York, NY Colorist: Tom Poole Visual Effects: Smoke & Mirrors, New York, NY Artist: Sam Caine Assistant Artist: Dan Bowhers Audio Post: Plush, New York, NY Mixer: Rob Fielack
This new film by Reebok Classics is the story of an innovative and pioneering brand that helped shape the destiny of modern sports performance, as well as British youth culture.
The film is a celebration of creative youth: the current pioneers who are making music, creating great record labels, making flyers and magazines. They are crafting their own future as well as shaping ours. Their story challenges us all to focus on the present and the future.
Made by The Rig Out (www.therigout.com) and directed by Antony Crook http://www.antonycrook.com/ of Ridley Scott Associates - http://www.rsafilms.com/company/rsa-u... on location in Bolton and Manchester (the birthplace of Reebok). Cinematography by Lol Crawley and a voice over by Paul Popplewell (Tyrannosaur, 24 Hour Party People).
Creative Credits: CREATIVE DIRECTOR: Glenn Kitson ADVERTISING AGENCY: The Rig Out COMPOSER: Illum Sphere AUDIO POST PRODUCTION: Tom Joyce at Factory EDITOR: Julian Eguiguren POST PRODUCTION / VFX PRODUCER: Adina Birnbaum and Chris Connolly POST PRODUCTION HOUSE: MPC PRODUCTION COMPANY: RSA Films PRODUCER: Jacob Swan Hyam, Michelle O’Brien for Sugar Free EXECUTIVE PRODUCER: Melody Sylvester DOP: Lol Crawley BSC DIRECTOR: Antony Crook
Emily Hodgson and Emilie Riis, the duo currently lobbying Nike to make its coolest men’s trainers available in women’s sizes, have been invited by Reebok to collaborate on its women’s trainers.
Hodgson and Riis (who work together at ad agency 18 Feet & Rising) launched a campaign last month to shake up the predominantly pink and girly women’s trainers market under the name Purple Unicorn Planet (PUP), with a website disguised as a fantasy trainer shop at www.purpleunicornplanet.com
Following the vast amount of press coverage and support PUP received since launch, sportswear giant Reebok got in touch to ask the two Emilies to collaborate with its team.
Press:
Nike lobbyists to work with Reebok to shake up the women’s trainers market
15.08.13: Emily Hodgson and Emilie Riis, the duo currently lobbying Nike to make its coolest men’s trainers available in women’s sizes, have been invited by Reebok to collaborate on its women’s trainers.
Hodgson and Riis launched a campaign last month to shake up the predominantly pink and girly women’s trainers market under the name Purple Unicorn Planet (PUP), with a website disguised as a fantasy trainer shop at www.purpleunicornplanet.com
The pair, who work together at ad agency 18 Feet & Rising, sent a letter to Nike with their requests. Purple Unicorn Planet has its own hashtag #pleasejustdoit and Twitter feed @PunicornP
Following the vast amount of press coverage and support PUP received since launch, sportswear giant Reebok got in touch to ask the two Emilies to collaborate with its team.
Meanwhile, Nike’s response to the campaign has been met with frustration and disappointment at PUP HQ. Nike sent a representative to meet with the pair to discuss PUP and subsequently issued the following statement:
"We have been in touch with Emily and Emilie and we find their campaign very interesting. We have always been and will continue to be supportive of feedback from our consumers. NIKE is committed to our sneaker community and will continue to work on offering new and exciting products."
Despite Nike’s stated commitment to the sneaker community, the brand has given no explanation to Purple Unicorn Planet and its supporters on why the women’s range is so limited, and there is no response to PUP’s goal. Emily Hodgson said: “It’s great to see someone step up. We’ve been delighted and amazed by the response we have received since we launched PUP. The fact that the people at Nike haven’t yet given us the answers we’re looking for is a disappointment.”
Emilie Riis said: “This is a big opportunity and failing to see it means you will be missing out. We want to collaborate with a brand that is taking the shortage in the category seriously. It’s great to see that we’ve struck a chord with so many women round the world who feel the same way we do, and we are driven by giving them a better trainer selection in smaller sizes.
DDB New York just launched a new global campaign, featuring supermodel Miranda Kerr, for Reebok's new Skyscape shoe...and looks looks stunning in it.
Official Press: Reebok, the fitness brand at the center of women’s footwear innovations for more than 30 years, today revealed its new campaign with international supermodel Miranda Kerr for its new shoe, Skyscape. Created using new materials and techniques for a feeling of unparalleled comfort, the international style icon kicks off a global integrated marketing campaign for the shoe, which is so comfortable, you’ll forget you have it on.
An everyday shoe for active and casual wear, Skyscape features 360 degrees of foam comfort in a fun, flirty silhouette that pairs perfectly with jeans, skirts or yoga pants. The challenge behind Skyscape was to create a stylish shoe that would keep women comfortable when they are on their feet all day running errands, meeting friends, commuting to work or going to the gym. Rather than just thinking about comfort underneath the foot, Reebok wanted the foot to be enveloped in comfort. In the research and development phase, Reebok looked to other industries for inspiration. For the pillow-like design of the sole of the shoe, the inspiration came from the home furnishings industry, while for the upper, the inspiration came from the lingerie industry – and specifically, molded foam bras.
The Skyscape upper is crafted using the same manufacturing techniques and processes as molded foam bras, but using materials that have been optimized for the stresses and strains placed on the feet all day. The seamless, 2-way stretch material creates a soft, comfortable envelope around the top and sides of the foot, while allowing for natural foot movement and breathability. The sole of the shoe resembles cloud-like pillows, and provide cushioning, comfort and flexibility for all-day comfort. The flirty lace-up silhouette comes in a broad range of colors to match any outfit or mood.
A fully integrated marketing campaign featuring style icon Miranda Kerr will launch the shoe, which hits retail outlets globally in March. With TV, print, retail, PR an digital components, the campaign works on all channels to demonstrate the way Skyscape feels and will have women everywhere wondering about the shoe that’s so comfortable, you’ll forget you have it on. Both the film and static elements of the campaign playfully center on this idea and were brought to life by legendary fashion photographer Gilles Bensimon, who captured the static imagery, and famed music video director Dave Myers who shot the TVC. DDB New York is the creative agency behind the campaign.
“I’m on the move all day so it’s important to have a pair of shoes that balance comfort, style and practicality,” said Miranda Kerr. “My Skyscape shoes are a wardrobe staple that come with me everywhere I go, they’re the perfect in-between shoe to wear to work, running errands or to the gym, and because they’re lightweight and compact they’re also great for travel. Skyscapes come in a range of fashionable colors so there’s a pair for every outfit!”
Martina Jahrbacher, Head of Reebok Walking, commented, “Reebok has a rich heritage in developing product especially for women and of looking outside of the footwear industry for the newest techniques, and I am proud to say that we have done it again with Skyscape. It took us more than two years to complete this shoe, as we were dedicated to creating a shoe that will perfectly support our active female consumer and, at the same time, was unlike any other shoe in the industry. At Reebok, we’re constantly looking for new ways to develop the best footwear and the innovative processes we’ve incorporated to develop Skyscape have created a shoe that you really have to try on to believe.”
Creative Credits: Ad Agency: DDB New York Campaign: “Layers Off” Client: Reebok Product: SkyScape Celebrity Spokesperson: Miranda Kerr
Chief Creative Officer: Matt Eastwood Creative Director, Art: Mariana Costa Creative Director, Copy: Julie Beasley Head of Production: Ed Zazzera Senior Producer: Heidi Baltzer Senior Business Manager: Lynda Blaney-Smith Global Business Director: Chris Tussing Management Supervisor: Damaris Marszalek Account Supervisor: Amanda Foderaro
Production Company: Radical Media Director: Dave Meyers Executive Producer: Jim Bouvet, Maya Brewster Head of Production: Frank Dituri Producer: Carla Tate
Editorial: Rock Paper Scissors Editor: Mikkel Neilsen Executive Producer: Eve Kornblum
The new Reebok ATV19 shoe isn't just for running, check out the online web film/ad as this shoe runs through everything from the typical pavement and grass to stomping on a carton of eggs, condiments and Christmas ornaments that have all been neatly arranged on one track with 19 different terrains.
