Cultural Intelligence

Reviving an Icon: A Fresh Take on the Reebok Classic

I'm excited to announce our latest creative campaign with Reebok, celebrating the heritage and iconic status of the timeless Classic trainer. This project holds special significance for me—back in primary school, the Reebok Classic was my absolute grail, sparking a lifelong obsession with products and brands. My dad, two brothers, and I would wear them out together 🤭.

The Classic hadn’t seen much visibility in street culture since the '90s and lacked resonance with Gen Z. But with today's strategic target viewing the Y2K era as retro, the early 2000s style renaissance is in full swing, and the Classic wasn't quite connecting. Consumers now crave brands and products that tap into this aesthetic yet bring a fresh, modern twist. So, we set out to retrofit the Reebok Classic to integrate seamlessly into this stylistic movement.

Our creative direction pays homage to mid-2000s grime culture, blending Y2K nostalgia for the streetwear consumer while infusing it with contemporary relevance and a fresh cultural context.