Reebok Zig Kinetica




Agency: Deutsch New York
Photographer: Philip Edsel

Art direction and design for a campaign launching Reebok’s Zig Kinetica shoe, featuring UFC champion Conor McGregor.

With its unique zig-zag sole, the Zig Kinetica amplifies your energy with every step. The design of the campaign highlights the innovative technology of the sneaker with an exciting Y2K aesthetic and an otherworldly visual language.

We developed a comprehensive set of assets and extensive guidelines for launch materials, in-store experiences, brand collaborations, and international markets, keeping the campaign creative on point across all activations.

For an activation in London, Reebok partnered with ASOS for a 24-hour live-streamed event, launching the Zig Kinetica in style. 

The campaign was adapted by markets around the globe, successfully spreading the energy of the Zig Kinetica.