Reebok Old School
PROJECT TYPE: Campaign creation/print ads/OOH
TOOLS: Illustrator, Photoshop
While Reebok hit its cultural zenith in the 1980s, it has since undergone brand dilution. In a crowded sneaker market, the popularity crown is yielded to competitors like Nike and Adidas.
THE BIG IDEA: CLASSIC STYLES NEVER EXPIRE
“Being basic” has coined a negative connotation associated with lacking originality and personal style. A trend chaser. A predictable consumer. These days, everyone has an individuality complex.
Many consumers see Reebok as unpopular — let’s embrace that.
Rather than converting die-hard fans of top brands, adopting vintage branding will help Reebok become the go-to hipster sneaker. Unique styles designed for urban creatives, indie-pop enthusiasts, and thrift shop champions seeking one-of-a-kind pieces.
By spotlighting the Classics Division’s designs like the Freestyles and Club Cs that stay true amidst volatile fads, Reebok will become the opposite of a “wannabe” follower, but instead a carefree trailblazer confident in their brand.
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“Not Suitable for Trend Chasing”
“Authentically Old-School”
