Reebok Classic and Fitness lines needed a campaign and retail refresh for the upcoming season, with a desire for Classics to return to its authentic street roots and Fitness looking to modernize and become a brand for a new era.
Role Art Director
skills art direction graphic design photo direction video direction retail photo retouching
Reebok Classics partnered with Kendrick Lamar due to his close ties to Compton and his community. Custom bandana prints embedded in the shoes and typography link to similar bandana designs found within the streets of Compton.
Running and training shoes juxtaposed their soft, cushioning benefits with the harshness of the worlds in which they live.
