.

1. KEY TAKE AWAY
When I wear Reebok I don’t stuck myself
into a social label : the mystery of my
personality remains
INSPIRATION
(next slide)
THE SOLUTION
Get to turn Reebok into a cross brand
To emancipates young people from tribes
By putting individuals at the heart of its
DNA/Communication
EXPECTED DELIVERABLES
Campaign Platform - brand experience
-Social tactics
- Event
- Outdoor
BUSINESS/BRAND CONTEXT & AMBITION
We are pitching to Engage with UK youth
audience by raising the profile of Reebok
Classics to drive top-line growth.
We want to get 16-24 year old and establish a
strong connectivity with them, by building
equity to affect brand perception.
PROBLEM
The brand signals nothing specific about its
buyers, whereas the “Classics” competitors
have defined a strong identities, which allow
them to reach an audience Reebok didn’t get.
OPPORTUNITY
Still youngsters belong to tribes, they aspire to be
valued for who they are individually.
Of course they are proud to belong to tribes : it is a social
need; but sometimes they just want to be seen for who they
truly are.
And only the cheeky rebel Reebok is legitimate to be the
“tribe-less” brand and proud of it. Reebok, the brand which is
made by and for individuals.
TOV
Cheeky, provocative towards
youngsters :
“Dare being yourself” (Grease movie’s
antithesis)
Reebok Classics Reebok Classics x
2 x 3rd December 2015 x
CONDECO / FAIVRE x Rough Budget x

2. Inspiration
SKINS => the characters of the series are all different and belong to different tribes, but in
deep they have complex personalities, and became friends because of who they are.