Sport The Unexpected
This new direction for Reebok is bright, colorful, and bold. It’s about renouncing traditional, serious fitness ideals in favor of something surprising, bold, and irreverent.
We created a platform with room for expressive creativity. To challenge conventions, we flipped the composition sideways. Bold, vertical typography, crisp colors and photography are the aesthetic foundation of the campaign.
The ‘Sport The Unexpected’ campaign guidelines are a strategic framework for all partner agencies and global markets creating any piece of visual communication within the new tone of the brand.
Design + Direction at VBP
Additional Design: Andre Cabral
Photography: Flo Ngala, RC Rivera