Reebok Classics 'Give Me Your Classics And I'll Show You The Future'

This new film by Reebok Classics is the story of an innovative and pioneering brand that helped shape the destiny of modern sports performance, as well as British youth culture.

The film is a celebration of creative youth: the current pioneers who are making music, creating great record labels, making flyers and magazines. They are crafting their own future as well as shaping ours. Their story challenges us all to focus on the present and the future.

Made by The Rig Out (www.therigout.com) and directed by Antony Crook http://www.antonycrook.com/ of Ridley Scott Associates - http://www.rsafilms.com/company/rsa-u... on location in Bolton and Manchester (the birthplace of Reebok). Cinematography by Lol Crawley and a voice over by Paul Popplewell (Tyrannosaur, 24 Hour Party People).

Creative Credits:  
CREATIVE DIRECTOR: Glenn Kitson
ADVERTISING AGENCY: The Rig Out
COMPOSER: Illum Sphere
AUDIO POST PRODUCTION: Tom Joyce at Factory
EDITOR: Julian Eguiguren
POST PRODUCTION / VFX
PRODUCER: Adina Birnbaum and Chris Connolly
POST PRODUCTION HOUSE: MPC
PRODUCTION COMPANY: RSA Films
PRODUCER: Jacob Swan Hyam, Michelle O’Brien for Sugar Free
EXECUTIVE PRODUCER: Melody Sylvester
DOP: Lol Crawley BSC
DIRECTOR: Antony Crook

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Reebok Skyscape Runaround featuring Miranda Kerr

DDB New York just launched a new global campaign, featuring supermodel Miranda Kerr, for Reebok's new Skyscape shoe...and looks looks stunning in it.

Official Press: Reebok, the fitness brand at the center of women’s footwear innovations for more than 30 years, today revealed its new campaign with international supermodel Miranda Kerr for its new shoe, Skyscape. Created using new materials and techniques for a feeling of unparalleled comfort, the international style icon kicks off a global integrated marketing campaign for the shoe, which is so comfortable, you’ll forget you have it on.

An everyday shoe for active and casual wear, Skyscape features 360 degrees of foam comfort in a fun, flirty silhouette that pairs perfectly with jeans, skirts or yoga pants. The challenge behind Skyscape was to create a stylish shoe that would keep women comfortable when they are on their feet all day running errands, meeting friends, commuting to work or going to the gym. Rather than just thinking about comfort underneath the foot, Reebok wanted the foot to be enveloped in comfort. In the research and development phase, Reebok looked to other industries for inspiration. For the pillow-like design of the sole of the shoe, the inspiration came from the home furnishings industry, while for the upper, the inspiration came from the lingerie industry – and specifically, molded foam bras.

The Skyscape upper is crafted using the same manufacturing techniques and processes as molded foam bras, but using materials that have been optimized for the stresses and strains placed on the feet all day. The seamless, 2-way stretch material creates a soft, comfortable envelope around the top and sides of the foot, while allowing for natural foot movement and breathability. The sole of the shoe resembles cloud-like pillows, and provide cushioning, comfort and flexibility for all-day comfort. The flirty lace-up silhouette comes in a broad range of colors to match any outfit or mood.

A fully integrated marketing campaign featuring style icon Miranda Kerr will launch the shoe, which hits retail outlets globally in March. With TV, print, retail, PR an digital components, the campaign works on all channels to demonstrate the way Skyscape feels and will have women everywhere wondering about the shoe that’s so comfortable, you’ll forget you have it on. Both the film and static elements of the campaign playfully center on this idea and were brought to life by legendary fashion photographer Gilles Bensimon, who captured the static imagery, and famed music video director Dave Myers who shot the TVC. DDB New York is the creative agency behind the campaign.

“I’m on the move all day so it’s important to have a pair of shoes that balance comfort, style and practicality,” said Miranda Kerr. “My Skyscape shoes are a wardrobe staple that come with me everywhere I go, they’re the perfect in-between shoe to wear to work, running errands or to the gym, and because they’re lightweight and compact they’re also great for travel. Skyscapes come in a range of fashionable colors so there’s a pair for every outfit!”

Martina Jahrbacher, Head of Reebok Walking, commented, “Reebok has a rich heritage in developing product especially for women and of looking outside of the footwear industry for the newest techniques, and I am proud to say that we have done it again with Skyscape. It took us more than two years to complete this shoe, as we were dedicated to creating a shoe that will perfectly support our active female consumer and, at the same time, was unlike any other shoe in the industry. At Reebok, we’re constantly looking for new ways to develop the best footwear and the innovative processes we’ve incorporated to develop Skyscape have created a shoe that you really have to try on to believe.”

Creative Credits:
Ad Agency: DDB New York
Campaign: “Layers Off”
Client: Reebok
Product: SkyScape
Celebrity Spokesperson: Miranda Kerr

Chief Creative Officer: Matt Eastwood
Creative Director, Art: Mariana Costa
Creative Director, Copy: Julie Beasley
Head of Production: Ed Zazzera
Senior Producer: Heidi Baltzer
Senior Business Manager: Lynda Blaney-Smith
Global Business Director: Chris Tussing
Management Supervisor: Damaris Marszalek
Account Supervisor: Amanda Foderaro

Production Company: Radical Media
Director: Dave Meyers
Executive Producer: Jim Bouvet, Maya Brewster
Head of Production: Frank Dituri
Producer: Carla Tate

Editorial: Rock Paper Scissors
Editor: Mikkel Neilsen
Executive Producer: Eve Kornblum

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