Insofar as influencer-led campaigns go, Reebok has championed pioneering celebrities Ariana Grande and international supermodel and style icon Gigi Hadid for their Spring/Summer 18 ad campaign. A subversive mix of today’s highly creative and rebellious talent include rapper Lil Yachty; K-Pop star Somi; graffiti artists Felipe Pantone and SANY; Hip Hop duo Rae Sremmurd; recording artist, actress and model Teyana Taylor, and model Sharina Gutierrez.
In a challenge to convey what it means to be “Always Classic”, this campaign is all about daring to be different. To Reebok and the stars of the campaign, classic means following your own rules, and having the freedom to express yourself, not being afraid to stand out from the crowd.
In the words of Gigi Hadid: “it’s now and it’s also something that will hopefully inspire the future.”
See the film below.
Reebok Classic has a long rooted heritage of nonconformity and commitment to pushing boundaries, constantly reimagining their definition of what it means to be classic. In this campaign, the stars can be seen donning the Reebok Classic silhouette that best represents their unique character, and turn the word classic on its head.
From a term that is usually associated with such words as conformity, elegance and timeless, is is now being seen as one that means different, daring and individual - because being classic is all about being unapologetic in showing the world who you are.
Or in the words of Todd Krinsky, General Manager at Reebok Classics ”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.
And our viewpoint: it has become our strapline for quite some time.
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