Brody Associates Berlin (former Research Studios) contributed to the Reebok relaunch contest of the iconic "Reebok Pump". The Clip positions the "Pump" strongly within an urban context. "Stepping off the court into everyday's life" was the motto.
We discussed what excites the target about the relaunch of the "Pump" and how this product can turn into a lifestyle icon. (Federico Heise, Brand Strategy, MD Brody Associates Berlin).
It´s all about doing your thing. Individuality was the core idea. (Daniel Borck, Creative Director, MD, Brody Associates Berlin)
Brody Associates were addressing mainly a 14–24 years old male audience passionate about their sneakers. The "Pump" will be relaunched exclusively by Foot Locker Europe in 2014.
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