Reebok has a longstanding history in music and fitness, but had never fused the two. To launch the brand’s newest running sneaker to the world, we shut down the streets of West Hollywood with a first of its kind live gig as Grammy Award winning Kendrick Lamar surprised fans by providing the live soundtrack to a 5k Reebok run.
100 hand selected media and influencers were joined by thousands of impromptu participants as our custom built flat-bed truck, flanked by police outriders, took over some of LA’s most iconic streets. Thousands gathered at the end of the route, Reebok’s FitHub on Melrose and Kendrick kept performing until the sheriff cut the power.