November 18, 2013
Highly anticipated new performance basketball campaign brings back energy and trademark style to Reebok Basketball
NEW YORK, NY, November 18, 2013 – In November, Reebok brings its style and street heritage back to the court with the debut of two highly anticipated basketball models – Q96 and Pumpspective Omni. Taking DNA from the iconic Reebok models from the late 90's and early 00's (Question Mid and Pump Omni Lite) Reebok has created a new style-driven performance collection featuring state of the art technology.
Pereira & O’Dell New York has launched “Game Recognize Game” for Reebok Basketball, a campaign that isn't as overly-stylized and manicured as typically seen in the sports category. The ads feature Reebok athletes (Nerlens Noel Philadelphia 76ers, Isaiah Thomas Sacramento Kings, and Jason Terry Brooklyn Nets) mixed with street ball players during a pick-up game, while weaving in a series of crowd reaction faces showing that real basketball fans are as much a part of the basketball experience as the game itself. The spot features music from rising hip-hop star Travi$ Scott who was featured in a summer Reebok Classic campaign (also created by Pereira & O’Dell New York).
“Reebok Basketball has always been about the true culture of the game inside and outside of the professional arena. We’re excited about how this campaign reflects the relationship those have with the game and the Reebok brand, on and off the court,” said Chris Bruyere, Global Advertising and Branding Director at Reebok.
The campaign will come to life with :30 and :15 TV spots, and supported in print, retail, digital and social. Both the Q96 ($115) and Pumpspective Omni ($125) will available on November 1st at Foot Locker, Finish Line, Champs, Jimmy Jazz and reebok.com.
"We wanted to create something unique and grittier than what you typically see in the category. This campaign is as much about court culture as it is court competition, which stays true to Reebok's basketball heritage.' said Pereira & O'Dell ECD, Dave Arnold.
Watch the :30 Game Recognize Game
Watch Behind the Scenes
Watch An Inside Look
Agency: Pereira & O’Dell New York
Executive Creative Director: Dave Arnold
Sr Copywriter: Jake Dubs
Art Director: Josh Yeston
Managing Director: Cory Berger
Account Director: Kim Svarney
Account Executive: Blair Williams
Production Company: Rooster
Director: Robert Gilbert
EP: Saxon Eldridge
EP: Sebastian Eldridge
Producer: Kaitlin Del Campo
DP: Robert Gilbert
Editor: John Marinis (Good Penny)
Colorist/VFX: Blase Theodore
Reebok International Ltd., headquartered in Canton, Massachusetts, is a leading worldwide designer, marketer and distributor of sports, fitness and casual footwear, apparel and equipment. A subsidiary of the adidas Group, the company operates under the multiple divisions of the Reebok brand, Reebok-CCM Hockey and the Sports Licensed Division. For more information, visit Reebok at www.reebok.com.
About Pereira & O’Dell
Pereira & O’Dell (www.pereiraodell.com) is an international award-winning advertising agency that combines techniques from traditional advertising, digital, PR and design to create innovative campaigns, programs and products that are in sync with how consumers behave today. The agency was recently named to both Advertising Age and Creativity 2013 A-Lists based on the company’s business performance, impact on clients’ businesses as well as industry leadership and innovation. Clients include Skype, Airbnb, Intel, Mattel, Reebok and Fox Sports 1.