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The sneaker you thought you knew has a few tricks up its sleeve.
Reebok is back with a new marketing lead, tagline and campaign released today that leaps in unexpected directions, marking a significant departure from “Be More Human.”
With “Sport the Unexpected,” the classic athleticwear company courts a larger demographic that skews younger and more culture-conscious by combining a disparate slate of elements, from streetball to EDM. The “seemingly uninvited” central character in this spot also takes at least a hint of inspiration from the Korean sci-fi/horror genre that exploded in the late ’90s.
What does it all have to do with a reboot of Reebok’s classic Aztrek line? We’re not quite sure, but the brand packs a lot of fun into 90 seconds.
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