Case Study

Client: REEBOK
Project: THE CLASSIC FEAT. KENDRICK LAMAR

A global launch programme of events
celebrating Grammy award winner Kendrick
Lamar as the ambassador and voice of a new
wave of Reebok Classic.

THE WORKSHOPS

In the daytime, we teamed with music charity Brighter Sound and curated a programme of music and art workshops for young people. The workshops were held in a repurposed three-storey community space in the cultural district of the City.

Throughout the day participants experimented
with freestyle MCing, lyric-writing, live producing,
DJing and mixing, and were mentored by a group
of experienced artists and performers.

As the day came to a close, the young guests
(and tutors) were surprised by an unannounced
visit from Kendrick, who met all the participants,
held a Q&A and then joined in an impromptu
freestyle jam.

Footage of Kendrick’s appearance and
the reactions of the young attendees,
was shared globally across social media
and picked up by hundreds of
titles online.

THE BLOCK PARTY

In the evening, Kendrick fans from around the world were invited to a unique block party event, inspired by Kendrick’s LA roots, in a secret location in Manchester.

SET DESIGN

Held in the converted empty lots of a
former TV production studio, the
event was divided into three Blocks:
Studio 1 became The Performance Space,
Studio 12, The Preparation Area,
and Studio 6, The Exhibition Hall.

All studios were designed as white blank canvases,
reflecting the Classic silhouette, illuminated with
optic white neon lighting

Guests weaved through a maze of giant murals
by emerging young artist-illustrators, Karis Knight,
James Dawe, Ben Tallon and Joe Clarke.

Reebok enthusiasts could get up close to rare and
iconic archive products and everyone had the
chance to exchange their old shoes for a new pair
of white Classics.

PERFORMANCE

At 9.30pm Kendrick took to the stage in Studio 12 to perform a 45-minute intimate set.

Guests were encouraged to become part of the
show, illustrating the stage and the surrounding
walls with lyrics, messages and art.

SOCIAL

The events generated 1000’s of posts around the campaign hashtag #thisIsclassic, whilst films from the events amassed millions of views within days of the event.

Reebok live blogged from each location and shared
live updates across their own Instagram, Twitter and a
specially geo-filtered Snapchat channel.

LEGACY

Designed in collaboration with Kendrick, the events were intended to inspire the next generation of creative young people:

“I was thinking about how I would have felt if my favourite rapper would have come to our school and rapped or put something back into the community. Seeing them kids was just a reflection of who I am today and who I used to be.” – Kendrick Lamar

For the young people involved, the memories and motivation will leave a lasting mark:

“The vibe he came with was from another universe.
He just started spinning bars from nowhere.
It definitely left us in awe.” - Workshop Participant

AMPLIFICATION

To date, the project has connected with millions across the globe, gaining coverage
in music, style and culture titles including Hypebeast, Noisey, High Snobiety, Complex, Dazed Digital, The Fader, FACT, Freshness, Rolling Stone and Trendstyle.