The Challenge
Bring Reebok’s “Boundless” heritage to life and build relevance using both the trail-inspired collection and Gigi Hadid’s capsule collection by making consumers feel the power of adventure.
The Insight
Tapping into this trail-inspired trend is all about speaking to our consumers’ boundless attitude and approach to life, including preparation to take on the world no matter where you find yourself and what challenges lie ahead. It’s a form of daily escapism into the wilderness – both as an aspiration and as an actual possibility – that symbolizes inspiration, drive and limitless potential.
Strategy
Take inspiration from trail running and outdoor apparel that taps into on-trend looks, and from the consumer’s unexpected approach to lifestyle footwear and apparel. Elevate Gigi as a natural extension of the campaign while giving her a unique space that reflects her personal journey, adding depth, context and authenticity to the overall campaign.
Creative
Ensemble and Gigi-focused productions on location at California’s Vasquez Rocks, in combination with an evocative, futuristic design language, generated engaging otherworldly storytelling, video and imagery that goes Beyond Wild.
Go to Market
Imagery and video from the campaign composed retail, digital and social toolkits – content of which appeared across channels with messaging that spoke to making a literal and figurative escape. Fashion and culture media responded to the striking compositions, Gigi’s participation, and the product collections themselves.
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