Reebok

Evolve With The Streets

Traditionally and historically foreign brands trying to position themselves in the Japan have relied on using the branding and marketing techniques of their respective international markets. Borrowing what worked overseas and shoe-horning it into the Japanese domestic market always made logical sense considering Japan’s affinity and appetite for foreign cool. But now the eyes are on Tokyo. International markets are looking to Tokyo for inspiration and holding it up as a leader in trendsetting and taste-making. Reebok CLASSIC realized this and decided to position itself in a way that communicates its storied history and place in Tokyo street culture history. We achieved this by creating four videos; two teaser videos promoting a launch event gala for a new line of sneakers featuring a live performance by Rae Sremmurd, along with two Reebok CLASSIC sponsored music videos featuring up and coming Tokyo-based underground hip-hop artists.

we handpicked kZm and Awich, two artists deeply respected in Tokyo's underground street culture. Their authenticity and influence made them ideal ambassadors for the brand's new sneaker launch.

Our vision for the music video was to break conventional norms while preserving a raw hip-hop essence. We aimed to shroud the sneaker launch and event in an aura of clandestine exclusivity and intrigue. This led us to develop a concept centered around a secret society or underground sect.

The narrative positioned the new Reebok sneakers as the emerging 'cult' footwear of Tokyo's underground street scene. This approach not only generated buzz but also tapped into the allure of exclusivity and insider knowledge that drives street culture trends.

By intertwining music, mystery, and street credibility, we created a compelling story that resonated with our target audience. The result was a music video that not only showcased the product but also elevated it to a symbol of belonging within Tokyo's vibrant underground culture.

For Reebok Classic's 'Evolve With The Streets' campaign, we partnered with top Japanese rapper Anarchy and producer K.A.N.T.A. The resulting music video visually narrates Anarchy's journey from a low-income Kyoto neighborhood to nationwide stardom.

The video unfolds in three chapters: Anarchy's humble beginnings in a 'danchi' housing project, his rising fame on a basketball court surrounded by his crew, and his current success as an established artist. We cast Yoshi-kun, a young fashion designer and Anarchy's friend, to portray his younger self in Tokyo's urban landscape.

Blending HD and analog formats, the video's style reinforces the theme of evolution. This approach not only showcases Anarchy's personal growth but also aligns with Reebok Classic's ethos of authenticity and progression in street culture.

We launched an intriguing teaser campaign to promote the exclusive gala event for their new DMX Fusion sneaker at the Tokyo American Club. Targeting Tokyo's fashion and street culture influencers, the campaign embraced classic teaser marketing techniques:

The short videos were designed to be mysterious and ambiguous, ending with a cryptic message or call-to-action. This approach aimed to generate hype and curiosity around the new sneaker model.

We created a rugged, underground aesthetic, portraying the Reebok Classic shoebox as coveted contraband. Masked individuals moved the box through city streets, giving it a priceless, almost mythical treatment. The goal was to leave viewers transfixed, confused, and eager to know more.

To reflect the product's fusion of street culture and cutting-edge technology, we used a mixed-media format. This combined 4K RED camera footage with analog Hi8, creating a unique visual style that matched the campaign's ethos.

The result was a series of teasers that raised more questions than they answered, building anticipation for the invite-only gala event and the DMX Fusion launch.

Our Reebok campaign culminated in an exclusive, invite-only dinner gala at the prestigious Tokyo American Club. This high-profile event seamlessly blended luxury, fashion, and music to showcase Reebok's evolving brand identity.

Guests were treated to an exquisite menu crafted by one of Tokyo's premier chefs, elevating the dining experience to match the event's exclusivity.

A highlight of the gala was a unique runway show that pushed the boundaries of fashion innovation. A top stylist reimagined Reebok apparel, creating custom, repurposed pieces that transformed athletic wear into high fashion. This creative display underscored Reebok's commitment to evolution and style.

The evening reached its peak with a live performance by acclaimed hip-hop duo Rae Sremmurd. Their energetic set infused the event with youthful vibrancy, bridging the gap between Reebok's street culture roots and its aspirational brand positioning.

This meticulously curated gala successfully positioned Reebok at the intersection of luxury, innovation, and urban culture, reinforcing the brand's relevance in Tokyo's dynamic fashion landscape.