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. The campaign was structured around three strategic pillars:
Fashion Week Neighborhood Targeting: Saturating Le Marais (where Reebok LTD opened its first showroom), Saint-Germain-des-Prés, Pigalle, and key corridors between fashion week venues. We mapped the daily movements of buyers, editors, influencers, and industry professionals to ensure maximum exposure among the most influential audience in global fashion
Premium Visual Identity: Creating bold, fashion-forward wild posting executions that highlighted the Club C evolution (Past, Present, Future), the BOTTER collaboration, and Reebok LTD's premium positioning. Each placement was designed to feel like a gallery installation rather than traditional advertising, elevating Reebok's aesthetic credibility to match its fashion week ambitions.
Strategic Timeline Execution: Deploying the campaign in waves throughout January's Men's Fashion Week to maintain fresh visibility and support specific activations—from the Kith Paris launch event to the BOTTER runway show to retail takeovers at Galeries Lafayette and Citadium. 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
