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Reebok's Flexweave Campaign Stars Man with Fastest Feet in the World, 8 months ago

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

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

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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Advertiser: Reebok

Creative Agency

Creative Agency: Venables Bell + Partners

Executive Creative Director: Will McGinness

Agency Production: Julia Oetker-Kast

Senior Art Director: Tim Green

Chairman: Paul Venables

Copywriters: Ryan Hoercher & Jake Riley

Creative Manager: Katrina Strich (Resources)

Associate Creative Director: Byron del Rosario

Group Brand Director: GROUP BRAND DIRECTOR: Michael Chase

Head of Strategy: Michael Davidson

Business Affairs Manager: Susan Conklin

Group Strategy Director: Jodi Shelley

Brand Director: Nicole Spinelli

Brand Manager: Nicole Spinelli

Director of Integrated Production: Craig Allen

Production Company

Production Company: Furlined

Executive Producer: Ben Davies

Director: Henry Hobson

DOP: Kasper Tuxen

Line Producer: Bill James


Edit Company: Work Editorial

Editor: Stewart Reeves

Edit Assistant: Paul Jarolimekproner

Post Production / VFX

Colourist: Tom Poole

VFX Supervisor: Iwan Zwarts

Producer: Marlo Baird

VFX: Blacksmith

VFX Producer: Charlotte Arnold and Alexa Maur


Sound Engineer: Joaby Deal

Music : SOUTH Music and Sound

Mix: One Union Recording

Sound Editor: Eddie Kim (Designer)

Sound Design: Therapy Studios