Sports and footwear brand Reebok has been working with music in various ways for a long time now, but its latest campaign has an emphasis on digital. It’s launched a website called I Am Classic based around its “brand ambassadors” in the UK, Italy, Germany, Spain and France (Labrinth, Two Fingerz, Herr Sorge, Brian Cross and Orelsan). Fans are invited to “undertake your journey to become a Classic”, logging in using Facebook Connect to get a personalised video with profile pictures on gig flyers, local music venues and so on. PIAS Media created the site using technology from Powster, and it’ll all be promoted from the five artists’ social media profiles. “This is a hugely ambitious multi-territory campaign, but with a forensic attention to detail,” says PIAS’ Seth Jackson.
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