Beyoncé, with her apparel line, Ivy Park, wanted to create an alliance with a major athletic brand. Our job was to show her why Reebok was the obvious choice. With a long history of being a woman's-first brand, we presented what a partnership with Reebok could look like.
Our challenge was to show Beyoncé how Reebok's belief system was aligned with hers. We presented a platform of United we move, which spoke to some of the challenges that black women face when it comes to getting out and moving.
AD: Dawn McCarthy CW: Jenna Capobianco Agency: Venables Bell & Partners