Shattering perceptions for a new generation
Reebok has been involved in basketball for a long time, but the new generation of consumer perceived the brand to be outdated and uncool.
Legendary Allen Iverson, the original court-to-street culture crossover and Reebok asset, served as the inspiration for the concept, bringing his personality and swagger to the court.
Introducing the Question Double Cross, a fresh take on Iverson’s first signature shoe, the agency created a collective of influencers that embody Iverson’s spirit, passing his torch to a new generation.
The four key influencers promoted and recruited teams of consumers that could compete in specifically devised 3vs3 streetball tournaments to win prizes – generating buzz for Reebok’s basketball products. As part of the wider event, sound tracked by DJ Kitty, the team also created a hoop challenge, pop-up shop, branded doughnuts and customizable Reebok swag.
The campaign generated 25,688 impressions, 100,000 likes and a total reach of 7,706.