Cannes Lions

REEBOK

McGARRYBOWEN, New York / REEBOK / 2008

Film
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Overview

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OVERVIEW

Description

Reebok doesn’t tell people how they should play. We let them tell us. We don’t make rules about what sport is and what it isn’t. And we don’t care who they choose to make their court, or their field. So we went around the world and invited people to show us their moves, whatever they may be. We gave them a stage – a square of chalk drawn on the ground – and we filmed them. They drew their stage, their court, and they jumped in. Then others followed, jumping in to make their move. We posted it all on reebok.com/yourmove, as an open invitation for anyone to step in next and show us what they’ve got. And they did. People posted videos from around the world. There was some wicked stuff and some things you don’t normally see. They broke the mold. Proving what we set out to prove - the Reebok philosophy - that sport is whatever you make it.

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