CLASSIC LEATHER LEGACY
REEBOK
RESEARCH & INSIGHT. CREATIVE STRATEGY. CAMPAIGN CREATIVE. SHOOT PRODUCTION. SOCIAL STRATEGY. SOCIAL ROLLOUT. INFLUENCER ENGAGEMENT.
When talking to a younger audience who haven't had their chance to make a mark on the world yet, the concept of having a legacy is a distant reality. For the Classic Leather Legacy launch, we created a platform for Reebok based on the idea that a legacy isn't just what you leave behind; it's what you do now.
The creative platform was built from an extensive research project conducted by Tangent and Reebok into future generational trends reflecting shifting attitudes amongst their core consumers. Based on strategic insights, we created a distinct creative direction and messaging framework adaptable to each Legacy product drop.
For the SS21 iteration of the Classic Leather Legacy, Reebok strategically focused on community and positive change. Celebrating ambitious creators who use their talent and skills to create a better future for all, moving away from individual identities and towards collective action.
Talent stories were at the heart of the campaign, as we worked closely with The Kickback in North America, Youngmin K & 1S1T in South Korea, and RAAH Fest in the UK to understand their unique stories and the positive impact they were having on their communities. We then created storyboards and set the direction for shoots self-shot by the talent in line with COVID-19 restrictions.
We created a platform based on the idea that a legacy isn’t just what they will leave behind.
A comprehensive blueprint was created to ensure each social causes partner upheld the project's values and the brand's integrity, ready for it to be rolled out into a global digital campaign across Reebok's social channels, talent channels and the Reebok website.
