Reebok:
Origins

• Concept

  To celebrate the launch of two signature Allen Iverson silhouettes inspired by his time at Bethel High School and Georgetown University we used the campaign budget to pay for all college application costs for the rising senior class at Bethel High. ⁣⁣
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  The path from high school to college was essential to A.I.’s rise – it’s when we were all introduced to his game, personality and style. He shaped his skills (he credits college for his crossover!) and laid the groundwork for a career that continues to impact basketball and greater culture. So, our goal was to help Bethel’s students follow in Allen Iverson’s footsteps from high school to college. ⁣ ⁣⁣
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  We cast six current students from Bethel’s Class of 2021 – not just basketball players but of all interests, from music to media to medicine – to be subjects in the launch campaign. This film explores and highlights each student’s ambitions, personality, personal style and work ethic. What do they want to achieve? How has the NBA legend inspired them to pursue their dreams?⁣⁣ What is covering their college apps going to help them achieve?

• Services

  Creative Strategy
  Creative Direction
  Casting
  Content Production
  PR Strategy
  Media Relations

• Team

  Allen Iverson
  Bethel High School
  WØRKS Studio

• Discipline

  Sport
  Lifestyle
  Community
  Social Impact