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I love this category. The shoes are sculptural masterpieces and technological marvels. Though you can seldom trust an athlete to really "act", they move with great fluidity and the camera loves them.
Hockey fan? Then you know Sidney Crosby. This was one of the first commercials he ever did. The idea came from a pre-interview where he spoke about his teenage years very candidly.
Hoodies. The workhorse of any athlete's wardrobe. Reebok had to pull this ad for a few weeks because demand outpaced supply. Not a terrible problem to have.
Eli Manning and Chad Pennington were cross-town NFL rivals. What better way to gin up enthusiasm, then showing the GIant's and Jet's QB's playing a game of catch.
Our insight here: Nothing unites sports fans like superstition.
For NFL cold weather gear we wanted to tell the story of a warm-weather team and their journey into the icebox of Buffalo, NY.
Reebok asked us to develop a campaign that drove sales for both their casual/lifestyle apparel as well as the their true sport gear.
I'm a big believer of keeping the threshold low for engagement. To underscore personal duality, we asked participants simply to give us their name and two words that described them. Then we geotagged the submissions and ran them on a simple loop.
In digging through running blogs, we found that a lot of runners play mental games with themselves to push the distance. Reebok loved the idea.
When exhaustion gets tired.
When agony doubles over in pain.
When defeat waves a white flag.
I will still be out here.
Running.
I am what I am
RBK
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He’s got me on stride.
He’s got me on speed.
His jaws could crush a hatchback. So he’s got that too.
But I’m tenacious.
And I’m pretty sure
I got him on distance.
I am what I am
RBK
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Sometimes the wind is against me.
I breathe it only because I have to.
I suck it in.
And spit it out cursing.
But today we’re going the same way.
And it’s everything I can do to stay on the ground.
I am what I am
RBK
(Click image to enlarge)