Reebok / Origins

/

Reebok / Origins /

Context

We needed to promote a “color-up” of classic Allen Iverson silhouettes inspired by his high school and college alma maters. Allen was not available for content, so the story had to thrive on association only.

Insight

The journey through high school and college was essential to Allen Iverson’s rise; it is when he literally learned his signature crossover from Dean Berry. So, how could we help others pursue the same path?

Campaign

We used our marketing budget to pay for all of Bethel High School’s (A.I.’s alma mater prior to Georgetown) rising seniors’ college applications, so that they could follow in their idol’s footsteps.

Since we spent our money on the college applications, promotional content for the campaign had to be created on a shoestring budget. We streetcast rising seniors from the school itself to be captured in the shoes, with documentary-style storytelling exploring the dreams they planned to pursue in college. Content was stylized to look like a classic high school photoshoot / yearbook.⁣

Impact

It was for the kids! It also got covered a ton by national, sport, and lifestyle press ;)

Production credits include WORKS.Studio, BYT, Dayday, and the staff and students of Bethel High School.