Reebok’s Question Mid Heart Over Hype celebrates those who, like Allen Iverson, prioritize effort, passion and perseverance over flash. So, when briefed to launch the sneaker with a content campaign featuring first-year Philadelphia 76er Josh Richardson, we created narrative content in which he explores the unique culture of his new team’s city via real, street-casted residents; individuals who embody this same heart over hype mentality defined by Iverson throughout his career in Philadelphia. The result was an emotionally-driven campaign that explored brand partner Allen Iverson’s influence and impact on the city of Philadelphia and its various subcultures.
Credits
Creative Director: Nicholas Rotondi
Director: Tom Gould
Stylist: Roberto Johnson
Agency: M&C Saatchi S+E North America
Producer: Sophia Rothbart
