Reebok heads back to the 90s with Intermarketing Agency

By Michael Feeley | Founder and chief exec

IMA

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July 24, 2018 | 2 min read

Reebok is bringing the 90s back to life with a major new multi-channel experiential campaign, taking its cue from the brand’s product archive and history.

With the world of high street retail evolving rapidly, the campaign taps into the current revival in fashion and music from the 1990s - a time when the Reebok brand was known for innovative designs that made shoes lighter, faster and more comfortable.

This will be the brand’s biggest single campaign in recent history in Western Europe, and sees Intermarketing Agency defining the creative direction and implementation across retail, social media, out of home media, digital and experiential, including a bespoke VR installation. The digital elements of the campaign also include a custom-made retro-style arcade game.

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Kris Hall, senior brand manager at Reebok Classic WE, said: “It’s truly amazing what can be accomplished when there’s a shared vision for the way we way we want to tell our story for the current generation. It started with directly pulling inspiration from the Reebok brand’s archives, then working in a truly collaborative way by breaking up the demands of the plan and mixing both the expertise of a fully integrated agency such as Intermarketing and the needs of our retail partners.

“None of this would have been possible if it wasn’t for the talent that exists within the Intermarketing teams and their high standards when it comes to servicing our needs, which are constantly evolving just like our customers.”

A customer tries out a VR game at a recent Reebok Classic event.

Jon Palmer, Intermarketing Agency’s client director for Reebok, added: “We have been privileged to partner with Reebok for the past 12 months. This FW18 is the culmination of many months of work and planning where we unveil the 90s Roots campaign for Reebok Classic – a truly multi-channel experiential campaign. Showcasing our capabilities across digital, social, creative and events, we have developed a campaign that puts today’s sneaker obsessed consumer firmly at its heart and, we hope, allow Reebok to regain its rightful 1990s crown.”

Intermarketing Agency is based in Leeds and works with clients including Adidas, RSA, Bupa Global and Thomas Cook.

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