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Creative

Toy-Sized Conor McGregor Brings the Pain in Animated Reebok Spot

The Zig Kinetica's energy return technology is showcased in the ad from Deutsch New York

Toy-Sized Conor McGregor Brings the Pain in Animated Reebok Spot

Today, Reebok announces the upcoming launch of Zig Kinetica, a transformative new silhouette that channels and returns energy with every stride you take. Zig Kinetica drops globally on February 21st, 2020. 

Zig Kinetica will debut with an ad starring legendary mixed martial artist Conor McGregor, in which a mundane clean-up of his son's bedroom takes a most unexpected turn. The transformative power of the shoe morphs Conor into an action figure that must harness Zig Kinetica’s energy to fight off rogue toys. Deutsch worked in partnership with world-renowned puppet master Andy Gent [Isle of Dogs and Fantastic Mr. Fox fame] to create the action figure of Conor. The launch marks the next phase in Reebok’s ‘Sport the Unexpected’ campaign, celebrating bold risk takers who reshape culture by being anything but expected.

“I absolutely love these, the grip, the stability. I feel the connection from the sole to the material,” said Conor. “I’ve been around with Reebok a long time now, and each launch, the energy level is climbing. Now we are exploding.”

“Conor McGregor and The Zig Kinetica is a creatively combustible pairing. On one hand you have a global celebrity well-known for never knowing what he’ll do, and on the other you have the Zig which could be one of the most unique, culture-bending products in Reebok’s arsenal,” said Dan Kelleher, chief creative officer, Deutsch NY. “Our job was to find a story that utilised both in the most unexpected way possible.”

Reebok’s ZigTech technology, originally introduced on 2010’s ZigPulse silhouette, set a new standard for innovation, function and disruptive design. Transcending its performance-based origin, Zig Kinetica fuses innovative sport tech with sleek style to create a highly functional shoe that seamlessly transitions from gym to street. 

“We saw an amazing response testing the Zig silhouette throughout 2019, collaborating with some of the biggest names in fashion,” said Matt Blonder, VP, marketing and digital brand commerce at Reebok. “Now, we’re excited to bring our biggest launch of 2020 forward, with the help of Conor, during his exciting return to the UFC. The launch of the Zig Kinetica is a watershed moment for Reebok as we look toward the future of this brand and cement ourselves as an industry leader, sitting directly at the intersection of sport and style.” 

Zig Kinetica drops on Reebok.com for $120 on February 21, 2020. For more information, visit here

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Deutsch New York

Chief Creative Officer: Dan Kelleher

Executive Creative Director: Pete Johnson

Creative Director: Marques Gartrell

Director of Integrated Production: Joe Calabrese

Director of Art Production: Sarah Manna

Producer: Shelby Remer

Head of Design: Roger Bova

Design Director: Joanna Durkalec

Designer: Laura Chang

Senior Print Producer: Jeanette Luis

Art Producer: Dana Kandic

Chief Strategy Officer: Matt Baker

Group Strategy Director: Garett Awad

Group Account Director: Andrew Arnot

Account Director: Silvia Lacayo

Account Executive: Maria Rivadeneira

Project Manager: Allison Wang

Associate Business Affairs Manager: Nikki Belekjian

Ass’t Account Executive: Sean Onwualu

Production Company

Production Company: Riff Raff Films

Director: Sacred Egg

Exec Producer: Matthew Fone

Line Producer: Cathy Hood

Stop Motion Model Build and Animation
AMS Ltd

Builder/Designer: Andy Gent

Editorial

Editing: Steelhead

Editor: Mike Mallen

Animation: Rob Bischoff, John Hatheway

Producer: Zack Herpy

Audio Post: Honeymix NYC

Mixer: Sloan Alexander, Human

Music and Sound Design
Human

Producer: James Wells

Post Production

Compositing and VFX: Squad47

Design: Brand New School

Telecine: The Mill

Colourist: Mikey Rossiter

Producer: Evan Bauer

Category: Clothing and Fashion , Sportswear

Genre: Visual VFX