Mid-June saw Reebok roll out the first creative under its new brand direction with the release of a 12-minute launch film in a new video series called ‘Reconnect’ built literally and figuratively around exploring forward movement.
Pitched as the first step in Reebok’s new creative direction, the long-form, multi-chapter video was directed by Creative Director Jona Lindstroem and written by Marketing Director Jide Osifeso and which explores the relationships between people, sports and community with eclectic vignettes of kaleidoscopes, breaking furniture and mud running.
The first in ‘Reconnect’s three spot – one long-form and two short – video series deployed across the brand’s YouTube and Instagram channels from 14 June and timed to coincide with the launch of the fall/winter 2021 season.
The theme of motion and movement is continued in supporting content pieces featuring the tagline ‘Life Is Happening’.
The film, the first wave of work under the brand’s new Vice President of Creative Direction Kerby Jean-Raymond: the American fashion designer and founder of the menswear label Pyer Moss joined the brand in September 2020 and is putting together a new creative vision for the brand with Artistic Marketing Director Jide Osifeso and building a revamped internal creative agency.
“The opportunity for someone like myself to contribute to a company with such a rich heritage is special,” said Osifeso in the campaign PR release. “Having the ability to work with one of my brothers to challenge what a brand like Reebok can and should look like is not only an exciting endeavor, but also an important one to undertake.”
The new work was directed by Jonas Lindstroem, with Creative Director Jide Osifeso, Writers Jonas Lindstroem and Jide Osifeso, Cinematographer James Laxton and Executive Producer Patrick Driscoll.
Production was by Iconoclast with Executive Producer Charles-Marie Anthonioz, Executive Producer Jean Mougin, Line Producer Jacqueline Wilkinson, Production Designer Carlos Laszlo, Stylist Dianne Garcia, Copywriters Carissa Romain and Niall Power, Art Direction Jeremy Haunschild, Graphic Design Natalie Shields, Casting Director Lashawna, Casting Supervisor Dominique Booker, Editor Carla Luffe, Colourist Sofie Friis Borup.
Visual Effects were handled by Zero with VFX Sound Design/Engineer Brian Heidenbrecht, while the music was handled by Singing Serpent and recorded by Gabriels ‘In Loving Memory’ and ‘Loyalty’
Comment:
The fresh work comes as Reebok parent looks to sell the brand after struggling to establish a firm and distinctive identity.
After originally purchasing Reebok in 2005 for $3.8 billion, Adidas initially pivoted the sports generalist business to focus on the fitness space. But financially the business has struggled and in 2016 that Adidas first began to unveil a turnaround plan for Reebok aimed to repositioning and returning it to profitability.
Then, after much speculation in December 2020 the giant German sportswear parent company announced it was considering selling Reebok off. Despite recent attempts, collections and campaigns (such as its buzz building #ZigTheRunway work with Cardi B and #Zigurine with Conor McGregor last year), Reebok posted further sales declines during the pandemic. In the first nine months of 2020 sales fell 20%. Although both Adidas said Reebok saw net sales rise by the double digits in the most recent quarter.
The new creative offers hints to Reebok’s fresh, story-based challenger brand direction which will broaden its focus to athletic lifestyles. More will be revealed with the planned launch of a full, new global brand campaign is reported to be scheduled for release in 2022 promoting the launch of the first product line under Jean-Raymond’s direction.
The current switch to an in-house creative strategy dovetailing with the design strategy and aesthetic is a major change of direction after having previously worked with agencies such as Venables Bell & Partners and Deutsch.
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