After years of struggling Adidas had just taken control of Reebok. A notorious tumultuous client, we were asked to help create a new brand platform for Reebok at a time where every other sports brand were yelling at us: JUST DO IT, NOTHING IS IMPOSSIBLE. It felt a little like; if you weren’t bleeding, you were nothing, least of all an athlete.
We thought that was bullshit (and a massive opportunity). Therefore we created Reebok’s Your Move platform. A brand idea that allowed each athlete to define how, when and where they want to do their sport. Regardless of what others might think. It was an invitation to be active and creative (much like the sports brand have changed today)
The campaign was launched across Europe and Russia with a lovely spot, featuring famous, regular and alternative athletes taking their beloved games to the streets. A website encouraged other athletes to upload videos of themselves playing the games they love and share them with the world. Several hundred videos were uploaded and shared, and posters were inviting people to be serious about taking sport a little less seriously across the globe.
Role: Creative Director / Art Director
Creative Director: Eric Segal
Creatives: Michael Cannova / Tiffany Smith
Director: Jake Schreier