Partnership: Reebok & Beyoncé
On the heels of the release of her visual album, Lemonade, Beyoncé wanted to leverage her apparel line, Ivy Park, and join forces with a major athletic apparel line. Our job was to show her why Reebok was the one to choose. 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 called United We Move, which spoke to some of the challenges that black women face when it comes to working out.
We would fight the misconception that black women “don’t workout” by calling for women of color to post their sweaty selfies with #UnitedWeMove. Various social media posts were selected to go up on building sides and outdoor boards around the country. Illustrated posters talked to the issues that women of color face when it comes to exercising, from washing hair, to skin discoloration, to feeling watched. The platform is United We Move.
Illustrations: Ojo Agi CW: Dawn McCarthy/Jenna Hall Capobianco AD: Dawn McCarthy. Agency: Venables Bell