Paying homage to Zoku’s Japanese translation – to be continued or to be part of a tribe – the Zoku Runner is a direct descendant of the original Classic, celebrating the brand’s Vector through a modernized and updated silhouette.
A product of evolution, the Zoku Runner weaves Reebok’s past into its future, with the brand’s synonymous crosscheck at its core. Created by Reebok’s founders in 1980, the crosscheck brandmark was inspired by a flock of birds and symbolizes momentum and movement, reflecting the idea of continuous evolution.
With the above brief in place, we came on board to launch the shoe in the athleisure space by curating an exuberant experience.
The event gave guests the ultimate experience from the world of music as the shoe was launched with a novel ‘unboxing’ rap video by acclaimed rapper artist, Borkung Hrangkhwal.
The warehouse was set up with unique art installations, container format pop-up stores and an engaging walk through designed with graffitis that narrated the story of the classic Zoku. Additionally, there was an all-day long art workshop for Pearl Academy Students, on graffiti and knit thread work.
Udai Paul: Concept & Rap
Dominic Braganza: Creative Direction