Shanghai Fashion Week
REEBOK WAS OPENING THE FW19 SHANGHAI FASHION WEEK WITH THEIR FIRST EVER RUNWAY PRESENTATION OF INLINE PRODUCT
AND CALLED ON MATTE TO CONCEPT AND EXECUTE AN APPROPRIATELY EXTRAVAGANT FASHION SHOW.
With only inline product on the runway, the heavy lifting on the storytelling side needed to come through in the creative direction of the show. Reebok knew that this show represented the next step for the brand, and wanted to articulate where that step took them. The brand’s “sport the unexpected” mantra became our guiding principle as we sought to bring Reebok’s evolution to life.
Knowing that Reebok had made significant retail push to reignite the brand in China and hoped to grow brand awareness and loyalty with the Chinese customer, we looked to the country for our inspiration. With strategic insight from Chinese partners we explored a slew of forward thinking thematic foundations.
As we ideated, news came out that China became the first country to land a vehicle on the dark side of the moon. This immense achievement, a unified drive to explore the unknown, became our creative bedrock, from which our show direction grew.
Welcome to The Other Side.
THE OTHER SIDETHE OTHER SIDE
A CELEBRATION OF BOLDNESS AND MASTERY THROUGH THE INTERPLAY OF LIGHT AND DARK
Inspired by the evocative angles of Reebok’s vector logo, we used light and reflection to create an eye-catching runway show, presenting the brand’s inline product in an unexplored context. With a mirrored runway flanked by lighted plinths, we reflected on the infinite possibilities of the new collection, creating moments in which the hidden was revealed.
2- way mirrored runway over LED screens
2- way mirrored plinths
Choreographed beam lights
“SOMETIMES IT’S THE SIMPLEST OF MECHANISMS [DARK VS. LIGHT; HIDDEN VS. UNHIDDEN] THAT GIVE WAY TO POWERFUL STORYTELLING.”
– MICHAEL YU, EXECUTIVE CREATIVE DIRECTOR
With expert styling by i-D fashion director, Carlos Nazarrio, and a finale performance by Future, the 40 looks that marched down the runway were an undeniable statement. Lighting, choreography, a custom soundtrack, mirrors, and bespoke content told the story of Reebok’s journey to the other side.
“THANK YOU ALL FOR SUCH AN INCREDIBLE EVENT! THIS WAS QUITE THE ROLLER COASTER, AND I CAN’T THINK OF A BETTER TEAM TO TAKE THE TRIP WITH.”
– COLLEEN COSGROVE, DIRECTOR OF GLOBAL EVENTS, REEBOK
The show became a ‘best-in-class’ example companywide for how Reebok’s inline product should be presented, with sales reflecting its impact.
600K VIEWERS ON LIVESTREAM (PREVIOUS RECORD 10K)
MOST REEBOK IN-SEASON PRODUCT SALES FOR A SINGLE DAY
REEBOK APAC EXCEEDED ITS Q1 SALES TARGET
Executive Producer: Max Pollack
Executive Creative Director: Michael Yu
Experiential Director: Jade Akintola
Account Director: Jem Michael
Account Manager: Pat Dunn
Senior Producer: David Vollucci
Lighting Designer: Gabe Fraboni
Senior Art Director: David Orellana
Animator: Maxime Quoilin
Junior Producer: Dana Lee