Reebok ComplexCon

Creative Director // Melanie Gargano, Kylie Ayala

Associate Creative // Lex Pursley: Assisted in ideation and creative execution with oversight

2D Design // Ianna Rios

We helped re-position Reebok as a bold and transformative brand for the younger generation at ComplexCon. CC is a convergence of all things that shape who we are – pop culture, music, sports, art, innovation, and activism.

Sneakerheads, hypebeasts and hip hop fans were stopped in their tracks by vibrant, classic, retro-inspired visuals and experiences which paid homage to the brand’s 90’s heritage and history of defying convention in an incredibly modern way. We amplified the anticipation for exclusive product drops engaging consumers with multi-sensory interactive displays, fog screens, infinity mirrors, conveyor belts, creative stations, 3D holographic content and immersive showcase pedestals to maximize the drop moments. The anticipated release of Reebok’s AI X collaboration was maximized by Allen Iverson’s attendance himself, as well as other artists Swae Lee, Lil’ Baby and others. The center area allowed guests to shop new merchandise while engaging with displays and Reebok experts. The exhibit space was extremely well received, guests left feeling inspired by the brand’s rich history and new innovations.