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Last weekend i went down to the Spezial F.C. exhibition at Circlesquare. Since 2015, the premium sub-line of adidas – which is curated by Gary Aspden – has become renowned for diving into the Three Stripes’ extensive archives, and reimagining heritage styles through a modern lens for each of its collections.
The exhibition, celebrating the symbolic magnitude Adidas has had, both on and off the football pitch - adidas SPEZIAL has been at the heart of football cultures, especially in the North of England.
Comprising both vintage and reissued styles alongside unreleased samples, working prototypes, and a selection of football boots, the exhibition showcases a deep love of the beautiful game.
Check out the rest of my photos on my photojournal
Shot around a year ago in Boston with then Celtics NBA player and now San Antonio Spurs hero, Josh Richardson. The campaign for Reebok Pump Omni has made a surprise return to the big screens of Times Square after originally displaying in the famous square back in January.
Spotted by my main man in New York and shot by his main man, Grams.
A couple of weeks I took a visit to the Manchester School of Art to check out the latest graduate showcase. Some great and thought provoking work on show from the across the courses.
The show ran until the 22nd June but you can still see the work online.
Some more photos are on my photojournal.
This was a fun one, creating an in-store running activation and retail experience to launch the latest adidas Solarglide running shoe, in the adidas London Flagship store on Oxford Street.
I created a sprint game where consumers tested themselves (and the shoe) in a race - fastest feet first! Smart phone integration allowed for campaign extensions and friendly rivalries to form across social as well as in-store.
Now live in store is a super immersive body tracking, gaming experience I created for the adidas Solarglide retail campaign for adidas' LDN flagship store.
Giant screens and body tracking encourages shoppers to try on and test themselves (and the new Solarglide shoe) in a fun game,against their friends and other consumers.. and everyone is loving it.
LDN Solarglide has started off as the best performing store takeover for adidas in 2022, selling in large numbers in the first week and hitting high levels of consumer interactions since launch.
The Bok Door - Welcome to the future.
Just before Christmas I received a truly exciting brief from Reebok that really had the whole team busy right up to Christmas and then into the new year.
Our biggest budget activation to date with a whole host of VIP's and exciting ideas flying around - it was all hands on deck to turn our pitch around on time and move super quickly with just 6 weeks to turn mood boards into reality.
Leading the pitch creative team we worked up and presented routes on the last day before the Christmas break. We really wanted to celebrate Reeboks basketball heritage and really hero them coming back into that arena going forwards (now they're under new ownership).
We did this be looking forwards into the brands future by transforming a space into a retro 90's Reebok store and turning the back 'staff room' door into a gateway into 'The Future' of Reebok activation space. No stone was left unturned when finding truly creative ways to make this event stand out and really help Reebok connect with it's consumers, VIP's and stakeholders.
From 90's style jeopardy games shows, to customisation stations with bespoke Reebok fonts, to Shaquille O'Neill's very own Wreck-Reation room complete with blow up couches and retro Shaq-Fu computer games and Dee Brown's famous 'No Look Dunk' slam contest.
The event put Reebok on the map during All Star weekend 2022 with people coming from across Cleveland and the US to blag their way onto the most exclusive guest list for the weekend and get involved in the action.
We were joined by many of Reeboks key directors, account contacts and some legendary VIP's including Big Shaq himself, Allen Iverson aka The Answer, Dee Brown, Myles Garrett and a host of other big names from the NBA All Star Weekend.
The event smashed all targets, by selling out twice and getting more people through the door than promised, the clients were super happy with the outcome with praise coming from across Reeboks retail, global basketball and procurement teams.
A huge thanks to everybody involved in this iconic event!
The Reserve is back and we're now digging deeper to re-imagine and re-issue the best of the Reebok Archive.
A really cool project to work and lead on... a collaboration between an iconic brand and legendary artist. Below are a couple of the social stories, followed by a couple of key visuals. Each release in the pack has its own narrative relating to each release and the artwork it is inspired by - through the creative concept which turners the consumer into artist and brings the life in front of your eyes, with the shoe becoming part of the process that inspired it.
In the summer of this year the dream brief landed on my desk, to work on the launch campaign for the super exclusive Reebok x Eames collaboration. As part of that pitch win and campaign activation I lead the creative of an exclusive launch event, taking place at the newly renovated Eames Case Study House in the California hills.
The full case studies for the event and also for the retail activations created for END and Footpatrol will hopefully be online soon! Below is a little snapshot...
Bustin' still makes me feel good! Buzzing to sneak some new work from team Reebok at IMA and another Ghostbusters collab! A second drop of sneakers inspired by the Ghostbusters franchise is on its way dropping soon. The visuals take reference from classic moments from the movies with a playful twist, as well as some and future classic moments from the forthcoming sequel Ghostbusters: Afterlife.
After COVID pushed the release of the movie back several times, it's finally great to be able to share some of this work!
If you need your shoes with a side of sweetness, look no further than the Reebok x Jelly Belly collaboration that’s coming your way!
The bold and brightly coloured footwear pays tribute to vibrant Jelly Belly flavours and even features scented silicone soles! Our key visual creative takes this twisted cocktail of flavours (sweet, savoury and sickening!) and bring the footwear to life with 3D characters created from the beans that inspired the shoe. The Resulting action is a visual and interactive interpretion of that cocktail through the lens of lockdown and the skillls, tricks and hobbies we've all picked up along the way!
This is includes the party mix, home DJ, the super sour cocktail and its body contorting effect on the new super flexible yogi.
Court inspired summer streetwear, Reebok x Prince
- Case study coming soon!
Shot at Pharrell and Dave Grutman's sick hotel in Miami, the Goodtimes Hotel.
Celebrating everything community with the OFFSPRING collaboration with Reebok with campaign concept art direction, activation creative and retail tools that brings OFFSPRINGS limited edition of the Workout Plus ‘Ice’ to the consumer.
For those who are old enough to remember, the Reebok Work Out “Ice” was a big U.K. trend in the late 90s. Whether it was on the Ripple sole, in a multitude of colours and shades or finding it’s way on other Reebok models, the “Ice” sole was a must have. You’d have people teaming them up with Iceberg jackets and crazy Mosh jeans, it truly was a phenomena that swept up and down the country.
The campaign was shot by OFFSPRINGS very own community member @nineteen.85
"We wanted to encapsulate and evoke nostalgic emotions of fun times with friends. Whether it was in the park, at the skate rink or just hanging out in the community, Reebok’s rich historic heritage has always been present, and representative of UK culture through the years."
The idea was for this shoe to give you the feeling of those good old memories and whilst you wear it, to make new ones.
In addition to all this I created special elements for the release. With every purchase OFFSPRING included a custom ice cubes tray stamped with the brands logos to keep you cool on those summer days and you will also receive a dual branded community tote bag.