REEBOK x CARDI B —B Unexplainable

Fall/Winter

We launched Reebok’s first ever sneakers and apparel collab with rap icon Cardi B.

In my role I led creative from a conceptual and copywriting perspective, with a team reporting directly to me. 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.