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
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.
Creative Agency:Venables Bell + Partners
Executive Creative Director:Will McGinness
Agency Production: Julia Oetker-Kast
Senior Art Director:Tim Green
Copywriters:Ryan Hoercher & Jake Riley
Creative Manager:Katrina Strich (Resources)
Associate Creative Director:Byron del Rosario
Group Brand Director:GROUP BRAND DIRECTOR: Michael Chase
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