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We marked the 20th Anniversary of the iconic Reebok Pump by partnering with one of the world’s leading sneaker influencers for a two-part global celebration.
We worked in partnership with Crooked Tongues to create a movie comprising short films. Each film was focussed on a key figure in the Pump story: basketball player Dee Brown, tennis player Michael Chang, Pump collector DJ Senatore, and staff of iconic Brooklyn sneaker store Bodega.
A two phase strategy was implemented to ensure blanket coverage. Phase one saw Crooked Tongues preview each of the five shorts as teasers, before we released the content to global media. Phase two saw ‘Pump the Movie’ premiere across the globe as key markets activated simultaneous Pump 20 parties for media, influencers and key consumers. The movie then appeared online, hitting all target connectors and spreading the message to a wider audience.
20 Global markets took part in the activation
200+ Pieces of global coverage generated
5 Page product features ran with Crooked Tongues and Sneaker Freaker hits.