In late 2013 Reebok were being left at the wayside whilst its parent brand, Adidas, and it's competitors, Nike and New Balance, were rising in popularity. Apart from a few ultimate hipsters who were buying their sports chic apparell at SportsDirect no one thought Reebok was cool.
Even with all its past success and rich history the Reebok brand had gone in the direction of pure fitness, clothing and shoes you wouldn't be seen wearing outside of the gym, the limited classic lines they still produced didn't fit in anywhere.
Our idea was to rekindle the flame of Reebok by bringing it's classic line to the forefront of it's brand marketing. Making a point out of the british roots of the brand and recreating the successful 'classic' ads of the 80s and 90s when Reebok was at its peak. Employing the line 'This is classic' would also reaffirm the position that Reebok once had and bring back brand loyalty from the consumer.
Ironically without ever hearing about our work on this university project, Reebok have since gone in the direction that we suggested, they are currently rebuilidng their classic image and using their old style branding to capitalise on the current trend.