‘THE GIVEBACK’
BRAND COLLABORATIONThis is how you earn credibility!
Reebok just launched their latest campaign "The Give Back" to celebrate the return of the iconic Workout and Classics, teaming up with UK rapper K-Trap for a brilliant three-part heist film series.
K-Trap is running around London hand-delivering fresh pairs to the community - from the local chip shop to EastEnders legend Laila Morse. To kick it off, they even took over a traditional London pub, turning it into "The Reebok Arms" to bring together a community featuring live performances and UK garage legends. What a brilliant piece of marketing!
It tells a story of genuine appreciation for the people who made the brand the icon it is today and such a staple part of British culture.
Choosing a brilliant line-up from a classic like Laila Morse (Big Mo) to South London rap and UK garage pioneers joining the cast to bring back the Workout and the Classics - Reebok is making it clear they know their own history and the diverse community that built them.
Audiences can tell the difference between somebody that has been placed and someone who belongs, giving the whole campaign credibility.
"Some people don't just wear Classics, they are Classics". It taps into nostalgia, understands its audience and reminds people where it started - a masterclass in how to stay deeply rooted while pushing things forward.
Brilliant to work with a brand showing this level of authenticity - well done to the team!
