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REEBOK NBA ALLSTAR '22 EVENT
Agency.
IMA
Client.
Reebok
Background.
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 six weeks to turn mood boards into reality.
Role.
Design Director and pitch creative lead, it was a big team effort from everyone at IMA_HOME.
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). Stepping from the past and into the future...
THROUGH THE BOK DOOR
REEBOK ALLSTAR WEEKEND EVENT
Activated over the All Star Weekend in Cleveland we took a look into the brands past and to its future. Transforming a space into a retro 90’s Reebok store and turning the ‘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
WELCOME TO THE FUTURE
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!
