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Group745
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Creative in association withGear Seven
Group745

Reebok's Flexweave Campaign Stars Man with Fastest Feet in the World

21/02/2018
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Luis Badillo Jr shows his skills in spot created by Venables Bell + Partners, produced by Furlined, with VFX by Blacksmith and editing by Work Editorial
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On March 1, Reebok will officially unveil its newest footwear technology – Flexweave. The new weave upper will arrive in earnest on the FAST Flexweave – a new running shoe touted for its ability to offer flexibility, durability, lightness and fit in equal parts.  
 
In support of the launch, the brand has set in motion a digital tease campaign this month across social, before a full international marketing push from March 1 onwards.

A centre piece to the campaign is a hero film featuring Reebok partner & speed training specialist Luis Badillo Jr as well as a number of static executions featuring professional football athletes Devonta Freeman and Brandin Cooks.
 
 
Flexweave is an open figure-8 weave construction that can interlock unlimited strands of fibers to create a single surface construction, providing improved fit and performance through specialized tailored zones. It is set to become a huge franchise property for the brand moving into 2018 and beyond with a number of exciting silhouettes and projects underway.  It is the latest landmark technology from the Reebok Innovation Collective – a dedicated unit within Reebok, devoted to the development of cutting-edge technology in footwear and apparel.
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