Originally created for the athletics track, the Reebok Classic Leather has been part of youth street culture and fashion for 30 years.
To mark its anniversary we created an integrated campaign that celebrated the Classic Leather’s rich heritage and highlighted its relevance to today’s consumer.
Like all momentous birthdays, we felt it needed to be celebrated with a party.
Bringing the sports heritage to life, the action centres around a gang of kids following a painted urban running track as it ducks and dives through the city streets leading the way to a secret Reebok gig.
The campaign was designed to be scalable and replicable by each of Reebok’s different global markets and encompass TVC, OOH, digital, experiential and retail.