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Brief.
Celebrate the launch of the second collection from the much hyped Reebok x Eames partnership.
How.
Originally scheduled to happen in Miami during Art Basel, until COVID played its part. The re-scheduled activation re-located to NYC for an event inspired by the art, material detailing and overall craft that gives the Eames name the legendary status it deserves, This then paired with the gritty NYC streets and Reebok's natural affliation with material detailing and street culture makes this the perfect location for this incrediable collab.
Agency.
IMA
Client.
Reebok
Role.
Design Director and lead creative. I lead the initial Miami Art Basel project and started the direction for the NYC event (before moving on from IMA), with support as ever from the excellent IMA crew.
With the help of the renowned design house, Reebok are releasing a handful of colorways inspired by signature EAMES works.
The EAMES x Reebok Classic Leather ‘The Coloring Toy,” “Rosewood,” and “Elephant Pack” colorways are the latest chapters within the collaborative catalog.
For the launch we created the Reebok and EAMES Office will event “Everything Connects,” an immersive brand experience at Lume Studios in New York City.
Featuring interactive exhibits and performances that celebrate the EAMES x Reebok partnership. A friends-and-family reception took place on May 19, 2022 followed by an open to the public event on May 20 where attendees gained early access to the new product.
