Shattering perceptions for a new generation
Using a collective of influencers to find a new generation of Reebok consumer.
Reinvigorate Reebok’s basketball heritage to find a new generation of Reebok consumer. Connect through basketball culture and shatter perceptions that Reebok is outdated and uncool.
Making it happen
Legendary Allen Iverson, the original court-to-street culture crossover and Reebok asset, served as the inspiration for our concept, bringing his personality and swagger to the court.
Introducing the Question Double Cross, a fresh take on Iverson’s first signature shoe, we created a collective of influencers that embody Iverson’s spirit, passing his torch to a new generation.
Our four key influencers promoted and recruited teams of consumers that could compete in specifically devised 3vs3 streetball tournaments to win prizes – generating buzz for Reebok’s basketball products. As part of the wider event, soundtracked by DJ Kitty, we also created a hoop challenge, pop-up shop, branded doughnuts and customizable Reebok swag.