In a nationwide call for talented designers, Reebok India, in partnership with 22feet Tribal Worldwide, has unveiled a new iteration of the famous shoe, Classic Leather-‘Classic Leather Legacy’. Hosted on the official Instagram handle of Reebok Classic India, the #WriteYourLegacy campaign crossed over 100,000 users organically within 10 days.
Reebok’s Famous Leather shoe has seen several variations since its debut in the 1980s but has always managed to hang on to its elegance. Given the history of the brand, 22feet Tribal Worldwide built the initiative on the idea of how their history will be published. The term was brought to life by famous artists and celebrities such as Katrina Kaif, who inspired artists to create something they want to remember, with a ‘Digital Art Slam’ competition announcement.
To get inspired by the shoe, design artwork, and explain the story behind it, their artistic potential was unleashed by artists from around the world and the contest received an immense response from over 500 Indian artists. The Visual Art Slam competition ended with the announcement on the Reebok Classic India Instagram page of the top 10 drawings, which were picked as contest winners and earned a pair of Classic Leather Heritage with the top 3 winners on the official page.
Recently, Reebok has also introduced a modern, plant-based shoe. It is named the “Forever Rise Floatride.” It has a midsole crafted from sustainably grown castor beans, an upper eucalyptus tree, a sock insert made of odor-resistant algae, and a sole made of rubber leaves, and a half-bushel of fresh vegetables from a farm in Massachusetts will be purchased from the first 50 customers. The shoes will be available beginning on Thursday at reebok.com.
Speaking about the campaign, Debashish Ghosh, National Creative Director, 22feet Tribal Worldwide, said, “It is a common fact that consumers enjoy the overall experience provided by a brand as much as the product itself.” This effort to tap into the scene was always supposed to be, as Legacy of Reebok Classic Leather has serious street creds. It was thrilling to partner with famous artists and the wider artistic world to share a tale about the legendary shoe using their artwork. They made some great pieces and almost wrote their legacy from the looks of it.
