9 to 5 by Translation for Reebok

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9 to 5

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Industry Sportswear, Athletic Footwear & Accessories
Media Print, Magazine & Newspaper
Market United States
Agency Translation
Chief Creative Officer John Norman
Senior Art Director Fernando Mattei
Senior Copywriter Gabrielle Attia
Photographer Jason Nocito
Released September 2017

Credits & Description

Media: Print
Category: Clothing & footwear
Client: Reebok
Agency: Translation
Country: United States of America
Chief Creative Officer: John Norman
Group Creative Director: Thiago Carvalho
Group Creative Director: Matt Comer
Senior Art Director: Fernando Mattei
Senior Copywriter: Gabrielle Attia
Photographer: Jason Nocito

Synopsis:

BACKGROUND
In the 80’s, Reebok has created a multi-use shoe that is still unique, timeless, and iconic today:
THE REEBOK CLASSIC LEATHER.
But the shoe lost its edge with the pack of "me too's" arrival.
BRIEFING
Put the Reebok Classic Leather back at the center of culture.
STRATEGY
Attacking the NON-CONFORMERS. The patron who DOES NOT ACCEPT LABELS or CLASSIFICATION of any kind.
Only a shoe with such fashion flexibility could be used as a blank canvas for the full expression of self.
IDEA
REEBOK CLASSIC LATHER: UNCLASSIFIED.