REEBOK x CARDI B —B Unexplainable
Fall/Winter
Reebok. An iconic sportswear brand.
Cardi B. An equally iconic and far more enigmatic rapper.
So, how do you launch Reebok’s first ever sneaker and apparel collab with a performer who defies explanation?
Well, you stop trying to explain it, and instead, B Unexplainable.
In my role I helped shape creative from a conceptual and copywriting perspective, whilst also directing and mentoring a creative team. I also liased with production partners and clients to help facilitate the global roll-out of the campaign, from TV to influencer engagement and in-store retail activations and advertising.
The result? It sold out in less than an hour and earned over one billion media impressions.
(>230 million of those coming from a giant mouth we sent to Cardi and her friends).
Spring/Summer
We took Cardi to the boardwalk and let her do her thing.
Then we sent a taste of it to her friends in the form of a funhouse-mirrored wardrobe, complete with her latest shoes and for the first time, apparel.
Once again, it all sold out in a matter of hours.
