Reebok - The Other Side SHFW
Reebok made its Shanghai Fashion Week debut as the opening show at Taipinghu Xintiandi. We concepted, designed, and produced the large-scale runway show, including an unexpected exhibition and climactic performance by Future. Reebok’s relentless individuality and return to their iconic vector logo was celebrated with an exploration of the interplay of light and dark.
From creative direction to design execution, we solidified Reebok as an expectation-defying brand, reinforcing its uninhibited ethos to attendees and a global audience, tuning in via livestream.
—Executive Producer & Account Director