Maison Margiela x Reebok

Tabi Instapump Fury

The Collaboration

Maison Margiela showed the world a new vision of the future with the footwear at their AW20 Co-Ed show. Collaborating with Reebok, the brands hacked their most iconic silhouettes, the Tabi and the Pump Fury, into new boots and heels ready to take on the cyber-industrial revolution.

Marking the beginning of a longer partnership, the brands needed the shoes’ first purchase opportunity to be as impactful as their runway walk.

To that end, MATTE was charged with imagining how this collaboration could spring to life across digital platforms and for an appointment-only showing at Maison Margiela’s New York flagship.


On social and web, MATTE took inspiration from the brands’ “hack” technique, using machine learning to create an algorithm to scrape inputs from the archives of the Maison Margiela Tabi and Reebok Pump Fury and output new, psychedelic interpretations of how this collaboration could have come to life.

These endless outputs were used as a foundation from which all assets across social, web, and e-comm were built, interspersing the shoes with their imaginary counterparts for a series of striking visuals.


For the in-store showing, MATTE chose to bring another input into our algorithm: the consumer. To accomplish this, we erected a 10-foot LED monolith in the center of the store, loaded with our morphing output.

Using TouchDesigner, we allowed consumers standing in front of the structure to manipulate the video with the movement of their wholesalejeans body, bringing them into the world of Maison Margiela x Reebok.


Visual Artist, Director: Benjamin Gordon
Director of Photography: Alberto Mojica
Director of Production: River Myers
Production Manager: Desiree Abeyta
Creative Strategy: Partrick Dunn, Ariel Panigel
Account Lead: Lennon Chuang
Managing Partner: Max Pollack
AD: Mike Kenton
AC: Adam Roberts, Tom Leslie Li
Styling: Sasha Skolnick
Colorist: Ben Federman
VFX Artist: Andre Vandenburg
Music Composition: Alex MacKay