The challenge was to create omnipresent brand visibility across the city that would resonate with fashion insiders, industry tastemakers, and Paris' style-conscious public, transforming Reebok from a heritage sportswear brand into a relevant player in contemporary fashion culture. The activation needed to support multiple product launches, collaborations, and retail partnerships while maintaining a cohesive brand narrative throughout the city.
Urban Fashion Domination
We deployed a strategic wild posting campaign across Paris' most fashion-relevant arrondissements to create unavoidable brand presence during the industry's most important week. This comprehensive street-level strategy was designed to complement Reebok's retail activations, runway appearances, and partnership events, ensuring the brand owned the streets while competitors focused solely on showrooms and parties.
Fashion Week Neighborhood Targeting: We mapped the daily movements of buyers, editors, influencers, and industry professionals to ensure maximum exposure
Premium Visual Identity: Elevating Reebok's aesthetic credibility to match its fashion week ambitions.
Strategic Timeline Execution: The wild posting created a consistent brand thread connecting all of Reebok's disparate activations into one cohesive cultural moment.
Real-world
results
premium wild posting sites secured across Paris' fashion districts
impressions generated among fashion industry professionals and cultural tastemakers
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Reebok
Salomon
