Reebok has enlisted Ariana Grande, Gigi Hadid, Lil Yachty and more to promote a campaign pushing its Classics range.
The 'Always Classic' campaign is focused on Reebok's vintage silhouettes, including the 'freestyle hi' and the 'classic leather'. The hero film sees a series of high-profile pop-culture creatives responding to the question: 'What makes a classic?'
Hip-hop duo Rae Sremmurd feature in the glossy, but edgy, promo alongside Hadid and Yachty, as do model Sharina Gutierrez and actress Teyana Taylor.
Graffiti artists Felipe Pantone and Sany make an appearance too, along with K-pop singer Somi, with each ambassador wearing a Reebok shape that mirrors their own attributes.
“Our brand has a history of pushing boundaries and the 'Always Classic' campaign is no different. It’s a modern celebration of pioneers, darers and authenticators who are reimagining what it means to be Classic on their own terms and are inviting everyone to do the same,” said Todd Krinsky, general manager at Reebok Classics.
A series of colourful print ads shot by Atiba Jefferson accompany the campaign film.
Rebook's owner Adidas will be hoping the ads can make the shoes more appealing for younger consumers, and give the brand a much-needed sales injection.
In the third quarter of 2017, global revenues at the Reebok brand grew by just 1%, due to the negating effects of efforts to clean up the brand's distribution in the US.