Reebok takes it back to the 90s to revive old cult classic

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By Imogen Watson | Senior reporter

October 2, 2018 | 2 min read

Reebok is embracing the heart of 90s sneaker style by time-travelling back 25 years to revive its 1993 pump favourite, off-road runner, the Reebok Aztek.

In tune with the decade's youth spirit, Reebok has enlisted six 90s-raised tastemakers for a content series of stills and videos, titled “Aztrek: 90s Re-Run."

The campaign is a homage to the 90s visual culture and transcends time to sit the nineties within the context of contemporary culture today.

From social media sensation Jay Versace to vintage streetwear re-worker Sara Gourlay of Frankie Collective, each of the six partners were asked to personally custom design 90s Reebok gear that they sourced themselves, to explore how each of them was influenced by the jazzy culture.

The looks were then shot 'off-road' and on film, in typical 90s fashion, to create unique “one-of-one” capsule collections that customers can enter to win on Reebok.com.

Fashionably shot across America, the campaign visits upstate New York's national parks, captured Utah's sublime slot canyons and even pays a visit to Death Valley's Joshua Tree landscape, reinforcing the trainer's cross-country performance and its later adoption as a 90s style symbol.

Reebok: Aztrek: 90's Re-Run by m&c saatchi

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Reebok is a global athletic footwear and apparel company, operating as a subsidiary of Adidas since 2005. Reebok produces and distributes fitness, running and CrossFit sportswear including clothing and footwear.

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