Dubbed the “Cultural Super Bowl”, ComplexCon is a convergence of all things that shape our culture. It’s the place where creators come together to celebrate the future of music, food, art, pop culture and style.
In an effort to solidify Reebok’s position as a bold brand for the younger generation, the 50×50 exhibit space paid homage to the brand’s 90s heritage in an incredibly modern way. It was an experience built for consumer engagement with multi-sensory interactive displays, automated presentation areas, 3D holographic content and immersive product-focused showcase areas designed for crowd-pleasing product drops. From the Instagrammable, neon-lit tunnel entrance to the box truck that dramatically revealed the latest products, visitors felt the brand’s rich history come to life in inspiring ways.
With vibrant and inviting visuals, visitors soaked up Reebok’s authentic retro spirit. Over the course of two days, several product drops featured appearances from Allen Iverson, Swae Lee and Lil’ Baby who were all on-hand to maximize the product release moments – the biggest being the much anticipated release of Reebok’s Allen Iverson X collaboration. Guests were also invited to shop for new Reebok merchandise all while interacting and engaging with each other and the Reebok staff.
Leveraging the current passion in the fashion world around retro styles and experiences, we successfully created brand heat, drove awareness and engaged visitors for an average of nearly 8 minutes per visit.
While this was the first appearance for Reebok at ComplexCon, the experience was such a hit with consumers that Reebok has already signed on for Spring and Fall 2019.