Reebok Classics and Swizz Beatz unveiled their biggest joint project to date 7/19 in NYC to an audience of global celebrities and influencers: the 2011 Reethym of Lite campaign. M&C Saatchi’s Mark Tanno tells RBR-TVBR the television component includes ESPN, Comedy Central, Adult Swim/Cartoon Network, MTV, MTC 2 and BET. Online TV includes Hulu, YouTube, MTV.com, Pandora, Complex, Facebook, BET.com, VEVO and Twitter. Print includes Fader, Nylon Guys, Antenna, XXL, Spin and Complex.
For Out of Home, Tanno tells us the effort will include: “Custom commissioned public artwork that will be created for the campaign, featuring interpretations of ‘Reethym of Light’ as a concept, with QR codes to view campaigns – in NYC and Atlanta.”
The campaign celebrates the new Reebok Lite footwear and apparel collection – iconic Reebok styles with cutting-edge technology – through Swizz’s own interpretation of the Reethym of Lite.
The campaign is the latest step in a partnership that is redefining the traditional definition of an artist-brand collaboration. Reebok enlisted the platinum producer, artist, designer and philanthropist as the creative director for this campaign, which marks the return of Reebok Classics to TV.
Swizz’s musical vision of the Reethym of Lite came to life with an “International Party.” Swizz adds, “When I finished the record I knew it was a perfect fit for the campaign – it just felt right.” With the lyrics and the beat in place, Swizz felt he was ready to visually bring the Reethym of Lite to life, and he knew the perfect man for the job – globally-renowned music video director Chris Robinson.
See behind the scenes footage from the television spot here: