Reebok made its Shanghai Fashion Week debut as the opening show at Taipinghu Xintiandi. MATTE concepted, designed, and produced the large-scale runway show, including an unexpected exhibition and climactic performance by Future. Reebok’s relentless individuality and return to their iconic vector logo was celebrated with an exploration of the interplay of light and dark.
MATTE choreographed all elements of the AW19 show, including music, lighting and the runway walk. From creative direction to design execution, MATTE solidified Reebok as an expectation-defying brand, reinforcing its uninhibited ethos to attendees and a global audience, tuning in via livestream.