Reebok Alter the Icons

Role: Project Manager
Project Category: Retail Design, Campaign Launch, In-Store Activation
Agency: Latitude

Overview: Reebok asked us to launch their largest retail campaign ever, Alter the Icons. The national campaign featured six emerging artists - each with unique stories and unexpected paths to success - captured visually in the communities that shaped them. The artists then amplified the launch within their respective regions and through multiple product drops across 800 stores. The creative approach, “Dare to Alter Your Path”, was inspired by Reebok’s heritage and the unexpected twists of the artists stories.

The campaign launched in July, and was boosted in August and November through unique & unexpected in-store product displays, along with two brand activations at Foot Locker and Champs flagship locations. Latitude led & designed all retail and activation elements, managed + executed all components of the activations, assisted with the campaign photoshoot, and handled all asset management + color correction. With the success of the initial launch, Reebok tasked us with re-inventing the campaign again for 2019.