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. 

“Originally our intention was to engage experiential specialists Bastion EBA to support our Global partnerships on a local level through on ground activations. We fast evolved this to a wider and more digital focus that enabled us to bring a physical environment to a virtual world that was in tune to the challenges and opportunities existing.

The team at Bastion took the time to fully understand our brand, and the communities that we surround ourselves in to implement a forward thinking technology that was piloted locally and led into a global roll out campaign.

From strategic vision, to execution and all of the steps along the way; as a client we felt connected, understood and collective to deliver challenging ROI to the business. Their understanding of what brands need and detailed thought process throughout the business has felt that we have a truly collaborative extension of our internal brand team.”

Andreas Gloor, Senior Manager, Sports Marketing APAC Reebok