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Man standing inside a branded delivery truck handing out Reebok shoe boxes to a crowd of people gathered on the street, during an outdoor promotional event.
Client / Reebok
Services / Reebok Nano X4
Location / Miami
Year / 2024

UNOFFICIALLy STEALING CROSSFIT
CULTURE

Launching the superlight Reebok Nano X4 at Wodapalooza, without an official invite

Reebok came to us with a challenge. Launch the new Nano X4 – their lightest training shoe yet – at Wodapalooza in Miami, the world’s biggest event in CrossFit. There was only one tiny issue: they weren’t an official sponsor.
Crowd gathered at the Miami Fitness Festival, with a black Reebok-branded promotional truck displaying shoes and merchandise parked nearby, surrounded by palm trees and high-rise buildings.
Close-up of a cream-coloured Reebok trainer displayed on a metal scale inside a science lab-themed showcase, with colourful test tubes and laboratory equipment in the background.
Person lacing up a pair of cream and pink Reebok trainers while standing on an illuminated scale, part of a branded activation setup with scientific glassware in the background.
View from inside a car following a black promotional truck on the road, with Reebok shoe boxes and event props visible through the rear display window, passing through a construction zone with caution signs.
So in the spirit of the event, we flexed our creative muscles. Hacking Wodapalooza with a disruptive, community-first, and unmistakably Reebok activation.

A SNEAKER DROP FROM A SCIENCE LAB ON WHEELS

We hit Miami with a mad scientist themed Nano Lab truck. The concept: trade in your heavy old trainers, float away in a super-light pair of Nano X4s. Every old pair was then donated to Soles4Souls, a sneaker charity focused on reuse and relief.
Reebok trainer creatively displayed on a sculptural base made of layered foam, rope, and other tactile materials inside a branded installation, with people and a street scene visible through the window behind it.
Back view of a person wearing a white Reebok Tech lab coat that reads “Nano X4 Test and Research Team,” standing in a crowd during an outdoor brand activation event.
Wherever the truck popped up, our crew in white lab coats jumped out. Running live demonstrations to show off the shoe’s tech in real time.
Person wearing a “Never Skip L’Eggo” Reebok breakfast-themed T-shirt holding a plate with a wrapped sandwich from Fiore Caffé, presented on Reebok-branded napkins.
Hand holding a partially eaten breakfast sandwich over Reebok-branded wrapping paper on a marble table.
We capped it off by joining forces with a local gem, Fiore Caffe, offering a free meal for every pair swapped. Turning the launch into a moment of real community reward.
Reebok-branded promotional truck driving through a city street, showcasing shelves of shoe boxes and industrial tubing inside a glass-walled display.

GROWING BUYABILITY
BY GOING DIRECT

Our guerilla launch made Reebok feel present without official presence. Growing emotional buy-in by showing up for the CrossFit world in a way that aligned with their values – innovation, performance and community. By putting the Nano X4 straight into people’s hands (and onto their feet) our event built brand affinity, and delivered tangible results.
Woman wearing sunglasses and athletic gear reaches into a clear display case filled with various worn training shoes at a Reebok street activation, with branded truck and staff visible in the background.
People lining up outside a Reebok-branded activation truck parked on a city street, with staff inside distributing merchandise and sneakers displayed in a glass showcase.

NOTABLe SPIKE

in site traffic to Nano product pages (Miami region)
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4OO+ PAIRS

of Nano X4s given away to Reebok fanatics
during the event.
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35O+ PAIRS

of shoes were donated to Soles4Souls
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SURGE IN MENTIONS

across social during the guerilla activation
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