Reebok Sole Fury Ads Star Conor McGregor, Brandin Cooks, Nathalie Emmanuel
Wednesday, November 7, 2018 at 05:52PM By Barry Janoff
November 7, 2018: Reebok is on a roll.
Last month, it unveiled a campaign that included Shaquille O’Neal, Lil Yachty and social media celeb Jay Versace to support the re-launch of Aztrek.
This week, the division of adidas signed singer Cardi B to an endorsement deal to represent Reebok in marketing, on-stage and other activation. She will feature Reebok's Aztrek sneaker and apparel as part of a Cardi B x Reebok campaign.
Now, the brand is launching it’s Sole Fury line, supported by a multi-media effort that stars MMA-turned-boxer Conor McGregor, wide receiver Brandin Cooks of the NFL's Los Angeles Rams, rappers Lil Baby and Future and actress Nathalie Emmanuel (Furious 7, Game of Thrones).
According to Reebok, the Sole Fury design is a “modernized revival of split cushioning technology, a footwear innovation pioneered by Reebok in the 1990s that broke away from conventional practice by entirely removing a section of a sneaker’s midsole.”
“Sole Fury marks an exciting new chapter in our performance footwear business, based on the premise of fusing modern styling and aesthetic with iconic innovation and design from our archive to drive the next generation of streetwear,” Todd Krinsky, GM for Reebok Performance, said via the brand.
The Sole Fury campaign, “Split From (The Pack),” is a “salute to all those who possess the spirit and confidence it takes to defy convention in order to drive culture.”
A launch spot with Cooks focuses not on his on-field talent but his desire and skill regarding photography. “My goal is to find things that you don’t see every day,” Cook says in the spot. “It’s a hobby and passion that keeps me sane between football games.”
The spot follows Cook, who attended Oregon State University, as he photographs various locations in the state.
Each of the featured players in the campaign will get a similar treatment.
Support includes print, digital, social media and POP.
Emmanuel appeared in Reeboks’ “Be More Human” campaign over the summer.
“I think in order to do anything extra-ordinary in this world, you must be fearless,” McGregor said via Reebok. “That’s not to say never be afraid, because we are all afraid at some stage, but just not be afraid of external things like failure.
“I’m in a position now where I'm going to do as I feel and carry on as I'm going to. You’ve got to not listen to outsiders and instead listen to yourself because at the end of the day you’re the master of your own universe.”
According to Krinsky, “When we debuted this style back in the '90s, people thought we were nuts.
“It was a bold risk that not everyone understood or appreciated at the time, but nearly three decades later it’s the cornerstone of one of our biggest sneaker releases of the year and a design premise that is embraced and seen throughout the industry.”
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