To reintroduce the Classic 85 and Classic Vector shoes, Reebok needed more than nostalgia—they needed cultural relevance.
We saw an opportunity: on our platforms, micro-influencing trends in fashion were booming, especially within niche communities. So instead of going big, we started small—with creators who held real credibility among sneakerheads and vintage style enthusiasts.
Our research uncovered two key insights:
Sneakerheads are obsessed with keeping their shoes spotless.
The community was deep into retro tech culture—particularly 8-bit video games and ’80s aesthetics.
That intersection sparked an idea:
We developed a Spark AR video game that influencers could use to create content and engage their audiences. The game featured a retro, 8-bit look where players had to jump and dodge obstacles to keep their white sneakers perfectly clean.
That’s how Reebok: Respect the Icons was born.
A gamified campaign that tapped into nostalgia, community obsession, and creator-driven culture—turning a shoe drop into a digital experience worth talking about.
The Spark AR Game
