We create the world’s most talked-about Experience Brands. Jack Morton is a leading global brand experience agency best known for event & experiential marketing, integrated campaigns, digital & content, sponsorship marketing and employee engagement.
Reebok ‘Drops’ Classic Experience Pulled from the Archives for ComplexCon
Reebok pulled out all the stops for hypebeasts and sneakerheads waiting for the latest drops. The legendary brand leveraged its heritage to focus on defying convention by defying gravity – a reference to its exclusive product releases including the Aztrek & Sole Fury.
With a classic retro-inspired experience, drawing from the brand’s rich history and archives, Reebok sent Complexcon consumers through a cohesive, eye-catching artistic atmosphere to build anticipation and buzz around its big product drop moments. Inspired by 90s fashions and paying homage to its roots, Reebok’s experience, which was created by Jack Morton, featured unique elements such as a wet cement lit runway and multisensory moments of light, sound and scenic effects to maximize the moment of product drops (think frosted privacy glass where shoes ‘appear’ and even ‘levitate’). A dramatic ‘drop’ space with an arresting visual installation of the back of an urban gritty box truck (which rolls up at key moments) will serve as the centerpiece. Allen Iverson was on hand to distribute his sold out product line and chart topping rapper Lil’ Baby performed.
Three key experience areas, which flowed throughout the Reebok footprint provided a story behind each collection. These areas included the Allen Iverson experience which detailed the brand and athlete’s collaboration; the Aztrek display, which mimicked the shape of an arcade game screen to display the footwear; and the Sole Fury experience which featured a conveyer belt and infinity mirrors to highlight the performance DNA of the collection. A customizable apparel station rounded out the experience along with additional celebrity appearances to amplify product reveals.