Reebok and Roundhouse, the Global Creative Agency of Record for Reebok’s Classic brand, have harnessed the authenticity and star power of fashion model and television personality Gigi Hadid and Grammy winner Kendrick Lamar for two new campaigns.
Known for her unconventional take on life and strong self-identity, Gigi is the new face of Reebok’s Fall/Winter 2016 “Perfect Never” campaign, which launched on October 4. Together, Gigi and Reebok aim to break free from the fitness and social pressures placed upon women by promoting the message that originality comes through their imperfections, complexities, and the unique qualities that make them human. The new global campaign will appear in retail, digital and social from October through December 2016. Each month, Gigi will be featured in a new Reebok outfit, combining the brand’s Fitness and Classics lines, to show their versatility before, during and after workouts.
“Gigi is defiant, unconventional, and 100% Reebok in her quest to fight the ideals of perfection. That’s why she’s a great centerpiece for the Perfect Never campaign,” said Lani Reichenbach, Account Director at Roundhouse. “This campaign turns the concept of the perfect woman on its head by rejecting it altogether, and instead embracing how Gigi and women want to move through this world in an authentic, Perfect Never way.”
Another authentic voice for Reebok Classic in 2016 is Kendrick Lamar. Looking to refresh and reenergize its crown jewel sneaker, the Classic Leather, Reebok Classic and Roundhouse teamed up with Kendrick to create “The Classic” campaign. Launched in Spring 2016 across print, digital and social, and continuing through Fall/Winter 2016, the “The Classic” celebrates not only the shoe, but the fans who have kept it in demand for more than 30 years.
“This bold, authentic campaign encourages fans to be true to themselves, have confidence, find their own voice, and own it with attitude. To bring these qualities to life, we showcased proud individuals who are not only defined by their style, but by their fearless self-expression, including superstar and longtime Reebok Classic fan Kendrick Lamar,” said Joe Sundby, Roundhouse Executive Creative Director & Founder
The campaign’s primary expressions include a spoken word video with Kendrick Lamar from director Colin Tilley, and vignettes featuring Lamar.
Roundhouse was named Global Agency of Record for Reebok Classic, the brand’s heritage lifestyle category, in January 2016. The Portland, Oregon creative agency is in charge of the strategic and creative development and production of all Reebok Classic campaigns beginning with the Spring/Summer 2016 and Fall/Winter 2016 seasons. This encompasses above-the-line advertising, retail, digital and social. The account is being led by Lani Reichenbach, Account Director and Mako Miyamoto, Creative Director. Roundhouse’s relationship with Reebok also extends beyond Classics with the creation of retail campaigns for key Fitness products in 2016.