Reebok has enlisted Ariana Grande, Gigi Hadid, Lil Yachty and more to promote a campaign pushing its Classics range.
The 'Always Classic' campaign is focused on Reebok's vintage silhouettes, including the 'freestyle hi' and the 'classic leather'. The hero film sees a series of high-profile pop-culture creatives responding to the question: 'What makes a classic?'
Hip-hop duo Rae Sremmurd feature in the glossy, but edgy, promo alongside Hadid and Yachty, as do model Sharina Gutierrez and actress Teyana Taylor.
Graffiti artists Felipe Pantone and Sany make an appearance too, along with K-pop singer Somi, with each ambassador wearing a Reebok shape that mirrors their own attributes.
“Our brand has a history of pushing boundaries and the 'Always Classic' campaign is no different. It’s a modern celebration of pioneers, darers and authenticators who are reimagining what it means to be Classic on their own terms and are inviting everyone to do the same,” said Todd Krinsky, general manager at Reebok Classics.
A series of colourful print ads shot by Atiba Jefferson accompany the campaign film.
Rebook's owner Adidas will be hoping the ads can make the shoes more appealing for younger consumers, and give the brand a much-needed sales injection.
In the third quarter of 2017, global revenues at the Reebok brand grew by just 1%, due to the negating effects of efforts to clean up the brand's distribution in the US.
Roundhouse: Reebok 'Always Classic'
Reebok Classic has revealing its Spring/Summer 2018 campaign that celebrates the brand’s most disruptive and authentic style pioneers, challenging them to step up to the global stage to define what ‘Always Classic’ means to them.
The campaign unites Reebok Classic’s iconic silhouettes: the Freestyle Hi, Classic Leather, Club C and Workout Plus by capturing some of today’s most unconventional creative visionaries—including pop superstar Ariana Grande, international supermodel and style icon Gigi Hadid, hip-hop duo Rae Sremmurd, model Sharina Gutierrez, style icon Teyana Taylor, rapper Lil Yachty, graffiti artists Felipe Pantone and Sany alongside K-pop sensation Somi—all in their element.
Shot by acclaimed photographer Atiba Jefferson, this new seasonal direction sees each brand partner fronting the silhouette that mirrors their unique character and physically represents what the style stands for at its core, creating a compelling story that truly reflects what it means to be defined as a Classic. While today’s culture drives us to fit the norm, the message at the core of Always Classic is to empower individualism, encouraging us to push our creativity to new depths.