Allen Iverson’s impact is greater than sport. He is a symbol for the cultural crossover; for unexpected achievement. His influence resonates across style, creativity and greater culture. To help launch Reebok’s new Question Double Cross we partnered with hair-braider Guingui, jewelry designer Martine Ali, photographer Quil Lemons, artist Gianni Lee and stylist Matthew Henson , each of whom are inspired every day by his legacy, to explore his impact on culture, style, and creativity via still imagery, film and a workshop series in NYC on Oct 25. Partners were captured on 35 / 120mm film. Through art direction, styling and framing the visuals pay homage to AI’s iconic editorial shoots and personal fashion in the 90s and 00s, reimagining both within a contemporary context and through a lens of our partners’ own creative and stylistic identities.
Credits
Director / Creative Director: Nicholas Rotondi
Photography: Renell Medrano
DoP: Andrea Gavazzi
Agency: M&C Saatchi S+E North America
Production: Andre Bato Films
Styling: Matthew Henson
Edit: Nicky Keros
We partnered with campaign talent to host a series of workshops that explored how AI’s legacy can be interpreted in a modern creative and style context. Set in a local community center, the Iverson-inspired workshops explored various elements of his stylistic identity including jewelry design, film photography, hair braiding, creative up-cycling and styling. The event culminated in a town hall-style conversation between our partners and Allen Iverson himself that explored his influence on creativity, style and greater culture.
