RACE THE STREETS was a campaign to support the 30th anniversary of Classic Leather, a key silhouette in the Reebok Classic archive.
The campaign centered around an experience whereby kids were instructed via social media to gather around a retail location (a partner of Reebok) and once there, at a certain time, would receive a geo-fenced message from that retailer announcing the location of a secret party featuring a live performance. The first ones there received an exclusive VIP experience in the venue - so they were encouraged to RACE THE STREET.
This video was developed to tease that story while still hero'ing product and having the short-term impact that a 30 second TVC needs to.
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