Case Study
Reebok
Montana Cans
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Case Study
Reebok
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Reebok
Reebok –
Montana Cans
Winning over sneakerheads was central to Reebok’s strategy for the ‘Classics’/streetwear side of their business.
A global deal with Montana Cans was in place, but they were in dire need of an easy-to-execute experiential solution that would drive traction in social media and true connection with sneaker aficionados.
The solution lay in the Expression Sessions. The idea was to partner with a local sneaker store – then, build a wall out of Reebok Classic sneaker boxes, and have a graffiti artist spray up a storm. As the sun set, the music would start pumping and the drinks would flow. People ‘paid-with-a-post’ to Instagram to draw a grid number. The front of the sneaker box of that grid location (on the sneaker-box mural) was cut off for them. They got to keep a signed piece of original artwork, plus the contents of the box. Prizes in the boxes ranged from phone pop-sockets to peak caps and sneakers.
There were a series of great by-products from the rollout – including meaningful relationships with important sneaker stores and respected street artists.
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