#ZigTheRunway

These days, shoes drop so often your local FedEx guy can barely keep up. But Reebok noticed something about that guy in the truck. They were going viral on security cams more than most shoe drops do. And those spontaneous little content bombs were blowing up social feeds with a fresher/funner/authentic-er POV than the latest ‘authentic’ influencer endorsement. Venables Bell & Partners decided to tap into the tech and the latent social network attached, in ways it hoped might stop thumbs. The agency hijacked and disrupted home security networks with unexpected fashion shows to drop Reebok’s Zig Kinetica.