For Reebok's 10th edition of their iconic training shoe, they wanted to take the shoe out of the traditional crossfit box and introduce it to a wider audience. To do so, we brought on Jon Humphries and Brendan Coughlin as photographers and Jeremiah Pitman as DP to help create an approachable, inclusive training story at an indoor/outdoor facility.
Reebok.com Product Launch Landing Page
Designing the digital experience first, rather than their more traditional retail campaign approach, led to a need for lots of moving content assets as well as still photography. This also necessitated a heavily choreographed production to keep all the talent in the right places and the photo and stills sets from overlapping, all in a space-limited environment.
Launching during the early coronavirus lockdowns of 2020, the campaign was still able to outperform its pre-pandemic signup, sales, and conversion goals. Sales were up 30% over the previous year's, and the campaign landing page converted 5% of visitors - over double the expected rate.
