The Reebok and Eames partnership was one of those unexpected pairings that suddenly make total sense. Each brand shared a commitment to accessible design, technical innovation and playfulness. They just needed a way to communicate their common ground among collectors, tastemakers, artists and consumers. Our approach was to celebrate beauty in form and design through a pair of events that filtered into social content and a retail execution, driving brand energy, and building equity with an audience who prize authenticity.

The Reebok x Eames events were intimate focal points that shared clear connective tissue. In LA, screened a short film for a cocktail reception and dinner at the iconic Eames House — curating the guestlist and hospitality, entertainment, giveaways and run of show. In NYC we held a gallery experience by day and a jazz reception by night, exhibiting key Eames pieces together for the first time and detailing their context and inspiration through event zines and talkers. Hyped by editorial press, we showcased the ethos and aesthetic of Reebok x Eames and the talent and ambition behind it. Honouring the spirit of our brands through cultural programming. In London, tailored executions in Footpatrol and END stores introduced Reebok x Eames to new markets. We ensured the spirit of the Eames house landed in global through a retail toolkit— showcasing the talent, vision and aesthetic of a bold creative partnership.