Reebok’s new campaign is called Sport the Unexpected. That’s a euphemistic description of the brand’s first work. It’s weird. It’s even weirder for Reebok, which has until now been focussing its efforts in high-performance trends such as Crossfit and Spartan race.
Reebok, which is an adidas subsidiary, is hoping that the current ‘90s revival will help it to become cool again and it’s targeting the early uptakers of all things trending, 20-somethings.
The campaign positions Reebok in both the lifestyle and sports performance sectors – with a generous dose of pop culture – via one commercial, Storm the Courts, the first in the new campaign. Doing that makes for an uncomfortable juxtaposition if you’re being critical, and – arguably – an awesome film if you’re in the target market. It certainly does its job of jolting people into rethinking Reebok.
The campaign is the last work by Venables Bell & Partners. Reebok appointed Deutsch as its global agency in February and the agency will take over in 2020. There are more films like Storm the Courts planned for the year.