Reebok Spec Ads: Grit, Comfort and Expanding Horizons
dev
Project Overview
Reebok is a classic brand and deserves a strong presence in social media and youtube.
So, we decided to create a series of spec ads specifically for Boston—a city that not only embodies resilience, but also has a deep history with Reebok.
Run Through Anything
Boston winters are no joke, and this ad leans into that while showcasing Reebok’s athletic shoes built for all terrains. It’s all about resilience. Reebok athletic shoes gripping every step.
The ad’s primary intention is to demonstrate Reebok’s athleticism and resilience—qualities the brand has struggled to convey in recent years. By breaking into a new market and building a bolder brand presence, this spec ad aims to reposition Reebok as a go-to for performance and durability.
The visuals are gritty—fast cuts, slow-mo shots of feet crunching snow, and wide shots of Boston’s woods. Paired with a percussion-heavy soundtrack, it feels empowering and raw. The message? Reebok’s got your back (or, well, your feet) when the weather gets tough.
Comfort that Moves You
Then there’s the Classics ad, which takes a totally different tone—comedic and heartfelt. A man sitting by a serene pond, looking down at his Reebok Classics, and suddenly bursting into tears. Why? Because they’re just that comfortable.
The ad’s primary intention is to demonstrate Reebok’s athleticism and resilience—qualities the brand has struggled to convey in recent years. By breaking into a new market and building a bolder brand presence, this spec ad aims to reposition Reebok as a go-to for performance and durability.
The visuals are gritty—fast cuts, slow-mo shots of feet crunching snow, and wide shots of Boston’s woods. Paired with a percussion-heavy soundtrack, it feels empowering and raw. The message? Reebok’s got your back (or, well, your feet) when the weather gets tough.
Expanding Your Horizon
The third ad is all about the interplay between history and modernity. It starts with a close-up of the Reebok Classics, perfectly framed, and then zooms out with a smooth dolly shot to reveal the iconic buildings of Boston’s Financial District. The Classics stay the focal point, but as the city’s modern high-rises come into view, the message is clear: these shoes are as timeless as Boston’s architecture, yet they fit right into the modern world.
The ad doesn’t need much narration—just a simple tagline: “Reebok Classics: Expand Your Horizon.” It’s sleek, cinematic, and bridges the gap between heritage and modernity.
Why It Worked
All three ads hit the mark because they tapped into what makes Boston, well, Boston.
The winter ad spoke to the city’s toughness and grit, the Classics ad brought humor and heart, and the skyline ad tied it all together with a nod to Boston’s history and future.
Reebok employees loved them, and for good reason—they showed the brand’s versatility, from performance to lifestyle, without losing its authenticity.
Takeaway
Sometimes, all it takes is a little grit, a good laugh, and a fresh perspective to remind people why they love a brand. For Reebok, these ads weren’t just about selling shoes—they were about showing up for Boston, in every season, every step, and every skyline.