REEBOK / ALTER THE ICONS
Taking a global idea
into culture.
Reebok’s largest retail campaign at the time became a connected experience across retailers, markets and channels.
THE CHALLENGE
One global platform.
Many local realities.
Reebok was launching Alter the Icons, a retail campaign centered on a new generation of artists redefining culture on their own terms.
The opportunity was bigger than introducing a sneaker collection. The global idea needed to become locally meaningful and executable across retailers, markets and channels while still telling one cohesive Reebok story.
MY ROLE
Account Lead
Integrated Campaign Lead
I led the business and integrated agency work across Reebok, creative teams, production partners and retail stakeholders.
My role connected client leadership, strategy, creative, production and execution, translating the campaign platform into a consumer experience spanning retail, digital, social, content and experiential.
WHAT I LED
The big idea, plus the hundreds of decisions that made it real.
- Led the Reebok client relationship and cross-functional agency team across multiple campaign phases
- Translated the global campaign strategy into an ownable retail and consumer experience
- Guided integrated execution across retail, experiential, social, digital and campaign content
- Aligned creative, strategy, design, production, vendors and client stakeholders from concept through execution
- Developed retailer-specific experiences without losing the overarching platform
- Connected emerging artists’ stories with the audiences and environments of individual retail partners
- Led planning across Spring/Summer 2019, the July activation and Fall/Winter 2019
- Helped create a scalable system that flexed across markets, retailers, artists and channels
THE IDEA
Alter the Expected.
RETAIL + CULTURE
Making a global campaign feel local.
Across U.S. markets, we paired emerging artists’ individual stories with the audiences and personalities of Reebok’s retail partners.
Stores became brand experiences, with immersive installations and unexpected moments in flagship Foot Locker and Champs environments.
700+ attendees
at the Philadelphia activation, with Allen Iverson joining the celebration.
THE CONNECTED SYSTEM
One idea. Every channel. Multiple seasons.
Spring/Summer: Alter the Expected connected retail, digital, social, experiential, photography and content through hacked layouts, unexpected moments and bold references to Reebok’s 1990s heritage.
Fall/Winter: The platform evolved rather than restarting. Layers, textures, materials and technical construction extended the hacked-heritage story with a distinct seasonal expression.
3
campaign phases
6
emerging artists
5
retail banners
700+
activation attendees
WHAT THIS SAYS ABOUT HOW I WORK
I connect the idea to the experience, and the experience to the people, partners and systems required to make it real.
Creative credits: Campaign photography by ONLUNCHBREAK. Creative direction by Amy Hardy. Design contributors included Chloe Payne, Amy Fastenau, Ellen Risch-Booty, Sarah Huener, Nikki Welty, Doug Swenson, Chris Crammer and others across campaign phases. Angela Santanni served in account and integrated campaign leadership.