It’s May 2020, and Reebok are preparing to launch their new training shoe, the Nano X. But in a world where nobody is stepping outside to try on shoes, we needed to build hype and provide access to the shoe once it dropped in this new ‘at-home’ environment.
Our strategic brand, commercial and experiential agency, Bastion EBA, helped create an integrated campaign for Reebok across digital channels. This commenced with ‘Reebok eCommunity’ live sessions with key ambassadors and athletes broadcast across Facebook and Instagram, a launch competition to be the first to get access to the shoe, and a cutting edge integration into a virtual try-on mobile app, Wanna Kicks, allowing the audience to try the shoe on from the comfort of their home.
The activity allowed for Reebok to build significant hype for the new shoe, and have a sustained presence on a platform which capitalises on the new world of retail, and has enabled the brand to drive innovation and growth of their e-commerce channels.