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The mission:
The launch the latest edition of the Reebok x Pyer Moss collection at Sole DXB.
The meaning:
The future creative director of Reebok, working with Kerby Jean-Raymond and bringing him to the region meant everything to a group obsessed with his signature style and authenticity.
The moment:
A walk-through-the-logo space that housed minimalist, high-end product display along with a talks space to turn this into a cultural hub at the festival. Oh, and the man himself visited, bringing wisdom wherever he went and hosting panels + talks.
Results + impact:
The impact of this moment was felt not just across KSA, but the world. Before this iconic location had even reopened after lockdown, we’d launched a live hype drop like no other with both commercial and PR impact.
