REEBOK '20 YEARS. 20 QUESTIONS'
To celebrate the 20th anniversary Allen Iverson's rookie season, and the debut of his signature shoe, Reebok was set to release 20 distinct Question Mid sneakers over the course of a single year, each representing a different era or memorable moment from Iverson's notorious career.
​
Paying homage to AI's streetball style, we collaborated with a number of street artists to create original artwork that, when combined with narrative, articulated the story behind each colorway. The result was a flexible campaign that could translate across channels, accommodate for 20 different shoe releases, and still be singularly ownable to the iconic basketball player.
REEBOK & JJ WATT 'HUNT GREATNESS'
When Reebok teamed up with Houston Texans defensive end JJ Watt to design his first training sneaker, the JJ I, Iris was tasked with developing a campaign to promote the new shoe, aligning with JJ’s Hunt Greatness platform and Reebok’s Be More Human brand message.​ We proposed balancing these messages through a phased approach to TV, digital, OOH and print, along with retail activations at Academy Sports & Outdoors.
​
RESULTS:
8.9 million video views (50% organic)
The highest CTR to date from video to Reebok.com
A complete online sell-out within 24 hours of the shoe's release
REEBOK 'BREAK THE STANDARD'
Reebok MYT is an apparel collection designed to blend lifestyle and fitness culture, while ushering in a more inclusive Reebok brand – one that embraces more body types, at a more affordable price point. To showcase the newest collection, Reebok challenged us to build a Western European-focused campaign that articulated these key propositions and built a cultural connection between MYT and our consumers.
​
Enter #BreakTheStandard – a campaign that spoke to the inclusivity and mix-and-match nature of the collection, while inspiring our audience to stop waiting to follow, and start leading instead. We cast real women in Paris, Berlin and London – including prominent campaigner for female independence and creative expression, Jourdan Dunn - and encouraged them to style themselves during the shoots.
​
In print, OOH, retail, digital and social, these women were depicted breaking through the barriers of a 35mm film strip, articulating how the apparel, and their attitudes, can’t be contained by outdated paradigms. The result was an authentic depiction of city-specific style and sentiment that not only drove sales, but also delivered a positive message to the standard-breaking women of Western Europe.
