On 10 February Reebok launch the latest phase of its evolving ‘Legacy’ marketing platform with a new spot called ‘Our Legacy is Now’.
The spot centres around The Kickback surprising 10 scholars from the Mott Hall Bridges Academy with sneakers, laptops, and internet access to help bring awareness to the digital education gap.
The latest wave of work is linked to the brand’s ongoing ‘Write Your Legacy’ initiative through campaigns hashtags #writeyourlegacy #classicleatherlegacy.
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Launched in mid-2020, Reebok’s ‘Write Your Legacy’ campaign emerged from an idea about exploring what does legacy means to brand fans: how they consider their legacies in terms of the future – something to leave behind to show that their lives have made an impact and improved circumstances for the generations to follow.
Reebok #WriteYourLegacy aims to embody this sentiment and it emerged during a period in which consumer attitudes and time frames are transforming as the pandemic alters perspectives, invites reflection and shifts priorities.
At the heart of #WriteYourLegacy is Reebok’s latest sneaker: the [Ree]Cycled Classic Leather Legacy which the brand describes as being inspired by the past but designed with the future in mind (a sustainable future at that).
The campaign evolved from a global initiative into local market variations with regionally-linked collaborators committed to a more positive future and celebrating the launch of the Classic Leather Legacy sneaker.
For example, one strand of the campaign was developed with Refinery29 and included a three-part Zoom series hosted by Refinery29’s Fashion Editor Georgia Murray in conversation with major players from the worlds of sustainability, fashion and business. Each is dedicated to leaving you inspired to get working on designing your legacy now (rather than later).
It is part of Reebok’s sustainability initiative: a long-term and ongoing commitment upheld by two pillars: [REE]Cycled, which focuses on creating products using recycled materials, and [REE]Grow – manufacturing products with at least 50% plant based materials.
The sessions hope to bring people together to spark conversations around the topic (and hopefully the trainers) in January, February and March 2021 via live Zooms (which afterwards live on IGTV).
This phase kicked off with London-based, slow-fashion designer Lydia Bolton, talking all things sustainability and waste reuse.
Other markets took a similar approach and teamed up with other local creatives and collaborators.
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