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We were tasked with creating a powerful global stunt, fusing music and fitness, to support the launch of Reebok’s new ZPump product whilst effectively activating brand partner Kendrick Lamar. We delivered #GETPUMPED.
For one night only, we shut down West Hollywood with a ‘first-of-its-kind’ live event as Grammy Award winning artist Kendrick Lamar surprised guests and provided the live soundtrack to Reebok’s 5k ZPump run.
A custom built flat-bed truck featured concert quality production, providing a truly unique performance platform, and was flanked by a convoy of police outriders, creating a powerful and disruptive display as it took over some of LA’s most iconic streets.
100 hand-picked taste-makers were seeded with ZPump Fusion footwear and apparel, creating a dynamic product presence. We were joined by hundreds of impromptu participants as the convoy progressed through Hollywood, culminating in a crowd of thousands at the Reebok Seeding Lounge.
The event was one of the first brand initiatives to be live streamed through Meerkat, providing an engaging social opportunity.
A global first – a rolling road closure of this nature had never been done before in LA
800 Million Global media impressions achieved, with universally positive sentiment
100 Hand-selected media and influencers attended, including HYPEBEAST, High Snobiety, Complex, Yahoo!, MTV and many more
1 Trending hashtag as #GETPUMPED was shared globally