REEBOK · COMPLEXCON · LONG BEACH, CAReebok ComplexCon
Brand Activation
ComplexCon, Long Beach · 2018 In partnership with Jack Morton Worldwide5,300 visitors. 7.5 minute average dwell time. At the "Cultural Super Bowl" of sneaker culture.
The brief: reposition Reebok for a younger audience inside a 50×50' activation space at ComplexCon — celebrating the brand's heritage while launching its next chapter.
Approach
We fused Reebok's rich archive with a fully immersive spatial experience — a hexagon-shaped exterior, fog-screened LED entryway, and a wet cement walkway that connected past to future. Every installation linked directly to a heritage piece or new line: Aztrek, Sole Fury, Iverson Legacy.
Live countdown clocks built anticipation for limited drops. Sneaker reveals unfolded from fog-filled plexiglass pedestals. The space didn't just show product — it made people feel the brand.
Star Power Meets Sneaker Drops
Celebrity brand ambassadors Allen Iverson, Lil Baby, Swae Lee, and Vashtie electrified the event with their own drop moments, turning it into a hotspot of hype and exclusivity.
Crafting Reebok's Bold Legacy in Real-Time
Pre-Drop
Fogged Pedestals with Timer
Post-Drop
Clear Pedestals Timed Out
Live countdown clocks heightened anticipation for limited-edition drops, including the coveted Aztrek and Reebok X Allen Iverson collaboration. The experience culminated in dramatic sneaker reveals, where fog-filled 4-foot pedestals built suspense before unveiling new designs in crystal-clear plexiglass displays, creating an unforgettable reveal.
Impact and Engagement
The exhibit's success was evident in the numbers: over 5,300 unique visitors, with an average dwell time of seven and a half minutes. By merging archival elements with futuristic aesthetics, we created a space that not only showcased products but also told Reebok's story in a way that resonated with the ComplexCon audience.
Sketch & Concept Phasing to Finished Product
PROJECT CREDITSCreative direction by Melanie Rothwell & Kylie Ayala; Graphic Design: Arthur Kremer & Ianna Rios; Jack Morton Boston Production team
RESULTS
Reebok's ComplexCon activation attracted over 5,300 visitors with an average dwell time of 7.5 minutes each. The engaging design and product drops connected with a new generation of sneaker fans, reinforcing Reebok's legacy. Enthusiastic participation during sneaker drops highlighted the excitement of the event. The event’s success led Rebook to invite us to run creative for the Sole DXB space a short few months later…
Following the success at ComplexCon, Reebok invited us to creatively direct a new experience for Sole DXB's three-day festival in Dubai. Embracing the challenge of a tight timeline, we aimed to craft an engaging, immersive environment that celebrated Reebok’s heritage while connecting with sneaker enthusiasts in this vibrant cultural hub.
