Reebok, who made their name as pioneers of running technology, wanted to re-establish their position as leaders with their new lightweight cushioning technology, Floatride.
To help them regain this position, our creative direction built an ownable, overarching style across the whole range that was instantly recognisable as Floatride.
Making it happen
The design strategy was inspired by the visual makeup of the Floatride tech itself, creating a visual “Floatride DNA”.
These "DNA" principles were applied to all Floatride campaign stories to establish the product family. Through this, it would allow customers to easily identify at a glance which of the six shoes most suited their running style.
Our global creative direction propelled Reebok back into running and firmly established the Floatride franchise.
“ Thanks so much for the extensive work you have put in. We’re feeling really excited about the creative thinking you have put behind this and the digital assets are beyond what we had expected. You have really brought the story to life.” - Kelsey Cannon, Brand Manager, Reebok Global