In relaunching their classic Ventilator shoe, Reebok ran into a classic dilemma: strong product love but disconnected from the modern world. The brand had always been a champion of innovation – the Ventilator was the first breathable sneaker – but needed to connect this hertitage within a new cultural context.
These days, style starts with the shoe. They work from the ground up to help you plant your connection, identity and perspective to everything else. So we created a brand world that tied the Ventilator to a mystical level of the earth’s atmosphere called the footmosphere – a graphical device that communicated maintaining historic style while still staying cool on your feet.
We introduced this visual world through a number of communications channels as well as a new arbitor of cool: Kendrick Lamar.