Reebok – Give Me your Classics and I’ll Show You The Future

Reebok revient sur le devant de la scène et surtout retourne à ses sources anglaises dans son dernier film de marque faisant la promotion de sa gamme de chaussures Classics.

Réalisé dans la grisaille de Bolton (ville où fut fondée Reebok) et Manchester, le film, conçu par le magazine anglais The Rig Out et intitulé « Give Me your Classics and I’ll Show You The Future », nous raconte comment la créativité de la jeunesse mancunienne a, fut un temps, « défini toute une génération », de la révolution industrielle à l’acid house. Une belle analogie et mise en valeur de l’évolution de Reebok, de sa position de marque incontournable dans le monde du streetwear et de la culture britannique, depuis sa création en 1958, sous le nom J.W. Foster and Sons.

Mais le film ne se languit pas du passé comme le dit la seconde partie du titre : « I’ll Show You The Future ». En effet, dans ce film, Reebok se veut donc une marque qui est résolument tournée vers l’avenir et ne pense pas que les choses étaient mieux avant, une évidence qui est confirmée aujourd’hui par les chiffres business qui classe Reebok loin de Nike ou adidas voire même d’Under Armour dans certains sports.

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