Reebok & Cardi B

Reebok & Cardi B, Adidas / MediaCom
In order to sell the new Club C trainers in a saturated ‘white trainer’ market, Reebok had launched global campaign, ‘Sport the Unexpected’, featuring US rapper Cardi B in a New York nail bar. Wanting to support this US-focused asset with UK-specific content, we partnered with BME-focused publisher GUAP and LADbible Group, co-creating content which explored black nail bar culture in London. The content connected London culture to the brand platform and enabled us to celebrate black culture – all while highlighting Club C trainers, which sold out nationwide!