REEBOK

Reebok are a challenger brand, with a fraction of the budgets that Nike and adidas regularly spend on their marketing. Our job at Skive was to support ATL campaigns and, where possible, push the brand to do new stuff online.

Typically, this involved bi-annual updates to the Reebok website, defining the look and feel, and incorporating print-led assets into a digital environment ensuring the visual language — bold, dynamic and adaptive, uncompromising and confrontational — reflected the attitude of the brand.

We finally persuaded the client of the necessity of getting some digital-specific assets, resulting in film shoots with Thierry Henry, Iker Casillas, Andrei Schevchenko and personal hero Ryan Giggs. As a consequence we delivered certainly our best-looking campaign, and I was able to use video assets both for the website and for rich media.

We were also instrumental in generating the successful Reebok Ambassador Programme, aimed at recruiting grass roots footballers and converting them into brand ambassadors, winning a 'boot deal' and standing alongside their football icons.

I also came up with the Reebok Instant Replay. This was inspired by the 3D-generated goal reproductions during the World Cup in 2006, when due to rights issues the BBC wasn't allowed to upload footage, so instead replicated it.

I thought, wouldn't this be great if it was something everyone could do after their pub football or Sunday League game as a bragging right: go online and quickly replicate their mazy zigzagging run past three defenders replete with outrageous nutmeg and cheeky chip past the keeper.