Reebok India and 22feet Tribal Worldwide launch the new ‘Classic Leather Legacy’
Reebok India, in collaboration with 22feet Tribal Worldwide, has launched a new version of the iconic shoe, Classic Leather – ‘Classic Leather Legacy’, in a nationwide callout to creative artists. Hosted on Reebok Classic India official Instagram handle, #WriteYourLegacy campaign reached over 100,000 users organically within a span of 10 days.
Since its launch in the 1980’s, Reebok’s Classic Leather shoe has seen multiple iterations, but has still managed to hold on to its charm. Given the shoe’s legacy, 22feet Tribal Worldwide built the campaign on the thought of how one would write their legacy. The idea was brought to life with a ‘Digital Art Slam’ contest announcement by renowned artists and celebrities such as Katrina Kaif, who encouraged artists to create something that they want to be remembered by.
The brief was to get inspired by the shoe, create an artwork and describe the story around it. Artists from across the country unleashed their creative prowess and the contest received an overwhelming response from over 500 Indian artists. The Digital Art Slam contest was concluded with an announcement of the top 10 illustrations on Reebok Classic India Instagram page, which were selected as contest winners and won a pair of Classic Leather Legacy with the top 3 winners getting featured on the official page.
Talking about the campaign, Debashish Ghosh, National Creative Director, 22feet Tribal Worldwide said, “It’s a common truth that people value the overall experience a brand offers as much as the product itself. As Reebok Classic Leather Legacy has serious street creds, this initiative to tap into the culture was always meant to happen. The collaboration with popular artists and the larger creative community to tell a story about the iconic shoe using their artwork was exhilarating. They created some beautiful pieces and by the looks of it, pretty much wrote their own legacy.”
Make sure to check out some cool artworks by the artists.
Kanika Nijhawan, Himanshi Tandon, Nihaar Kuthiala, Kunal Singh, Nikita Arya, Malaika Nangia
Creative: Debashish Ghosh, Kshitij Rishishwar, Rukmini Sengupta
Design: Aashima Thakran, Rahul Sahu
Business: Vishal Mehra, Muskan Agarwal, Devika Kaushal, Vivian Albert
About Reebok India:
Reebok India company, headquartered in Gurgaon, Haryana, India, is a leading worldwide designer, marketer and distributor of fitness and lifestyle footwear, apparel and equipment. An American-inspired global brand, Reebok is a pioneer in the sporting goods industry with a rich and storied fitness heritage. Reebok develops products, technologies which enable movement and is committed to accompanying people on their journey to fulfil their potential. Reebok connects with the fitness consumer wherever they are and however they choose to stay fit – whether it’s functional training, running, combat training, walking, dance, yoga or aerobics. Reebok Classics leverages the brand’s fitness heritage and represents the roots of the brand in the fitness lifestyle market. A subsidiary of adidas, Reebok is the exclusive outfitter of CrossFit and the CrossFit Games, the exclusive authentic global outfitter of UFC; and exclusive apparel provider for Les Mills
About DDB Mudra Group:
DDB Mudra Group’s belief that creativity is the most powerful force in business comes alive in our partnerships with over 200 brands. Our agency brands include DDB Mudra, 22feet Tribal Worldwide, OMD Mudramax, Interbrand, Track and TracyLocke. Ranked in 2020 as one of the Top 20 creative and effective agencies globally by WARC and Effie Index, we are one of India’s most awarded creative companies with back-to-back wins at Cannes Lions 2018 & 19, No.2 at Effie India 2020, winner of Grand Prix at Spikes 2019 and golds at WARC & WARC Prize for Asian Strategy. http://ddbmudragroup.com/