Kendrick Lamar ZPump Fusion for Reebok

Client: Reebok

Entertainment

SIMPLE

We were tasked with creating a powerful global stunt, fusing music and fitness, to support the launch of Reebok’s new ZPump product whilst effectively activating brand partner Kendrick Lamar. We delivered #GETPUMPED.

CREATIVE

For one night only, we shut down West Hollywood with a ‘first-of-its-kind’ live event as Grammy Award winning artist Kendrick Lamar surprised guests and provided the live soundtrack to Reebok’s 5k ZPump run.

A custom built flat-bed truck featured concert quality production, providing a truly unique performance platform, and was flanked by a convoy of police outriders, creating a powerful and disruptive display as it took over some of LA’s most iconic streets.
100 hand-picked taste-makers were seeded with ZPump Fusion footwear and apparel, creating a dynamic product presence. We were joined by hundreds of impromptu participants as the convoy progressed through Hollywood, culminating in a crowd of thousands at the Reebok Seeding Lounge.

The event was one of the first brand initiatives to be live streamed through Meerkat, providing an engaging social opportunity.

IMPACT

1ST

A global first – a rolling road closure of this nature had never been done before in LA

800 Million

Global media impressions achieved, with universally positive sentiment

100

Hand-selected media and influencers attended, including HYPEBEAST, High Snobiety, Complex, Yahoo!, MTV and many more

1

Trending hashtag as #GETPUMPED was shared globally

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