Reebok Classics
Leather FW22
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Reebok Classics
Leather FW22
Reebok had just left adidas. The Authentic Brands deal closed in March 2022, and FW22 was the first proper European campaign of that new chapter.
The Classic Leather was the shoe carrying it: a 1983 silhouette weeks from its 40th birthday, with heritage credibility and no traction with the 18-26 consumer now buying New Balance, Aimé Leon Dore and Salomon.
We told the frenetic life of a youth that doesn't miss a beat, with the Classic Leather as the only constant.
Working with director Gabriel Dugué, we built the campaign around a single principle. The shoe stays. Everything around it changes. Outfits, cities, light, friends, time of day. We cast unknowns who could play themselves and shot in places people pass through without looking. The corner supérette. The parking lot above the suburb. Fashion campaign on the surface, TikTok logic underneath.
Assets built for social, in-store and DOOH. Rolled out as the back-to-school campaign.
Creative Strategy
Integrated Campaign
Production
Creative Agency: OZO
Production: Ocurens
Film Director: Gabriel Dugué
Creative Strategy
Integrated Campaign
Production
Creative Agency: OZO
Production: Ocurens
Film Director: Gabriel Dugué
After fifteen years inside adidas, Reebok's first European campaign as an independent brand.
The frenetic life of a youth that never slows, with the Classic Leather as the one thing that stays.
