Targeting young people and especially university students, the sportswear brand is calling people off and online to submit their photos on their unique style. Reebok and Milk will be visiting universities to directly recruit trendsetters and spread the word.
Unlike sister brand adidas that aims at sports performance, Reebok is concentrating on individuality and authenticity. Throughout the campaign, the top ten most stylish individuals will work with Hong Kong fashion designer Chan Dao to develop their own “Reebok style”.
A mini-site will be launched on 10 September and will follow the competition as it progresses. Milk will simultaneously report on the stories in the magazine.
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Credits:
Project Reebok Classic Fall Winter Collection - Born From Sport
Client Reebok Hong Kong
Media agency Carat
Media planner Philip Chau
Digital manager Ivan Chui
Account director Jasmine Tsang
Exposure Print, online
Unlike sister brand adidas that aims at sports performance, Reebok is concentrating on individuality and authenticity. Throughout the campaign, the top ten most stylish individuals will work with Hong Kong fashion designer Chan Dao to develop their own “Reebok style”.
A mini-site will be launched on 10 September and will follow the competition as it progresses. Milk will simultaneously report on the stories in the magazine.
Credits:
Project Reebok Classic Fall Winter Collection - Born From Sport
Client Reebok Hong Kong
Media agency Carat
Media planner Philip Chau
Digital manager Ivan Chui
Account director Jasmine Tsang
Exposure Print, online
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