#BreakTheStandard

Reebok MYT is an apparel collection designed to blend lifestyle and fitness culture, while ushering in a more inclusive Reebok brand – one that embraces more body types, at a more affordable price point. 

To showcase the newest collection, Reebok challenged us to build a Western European-focused campaign that articulated these key propositions and built a cultural connection between MYT and our consumers. 

Enter #BreakTheStandard – a campaign that spoke to the inclusivity and mix-and-match nature of the collection, while inspiring our audience to stop waiting to follow, and start leading instead. 

We cast real women in Paris, Berlin and London – including prominent campaigner for female independence and creative expression, Jourdan Dunn - and encouraged them to style themselves during the shoots. 

In print, OOH, retail, digital and social, these women were depicted breaking through the barriers of a 35mm film strip, articulating how the apparel, and their attitudes, can’t be contained by outdated paradigms. 

The result was an authentic depiction of city-specific style and sentiment that not only drove sales, but also delivered a positive message to the standard-breaking women of Western Europe. 

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12.5K
Hashtag mentions on Instagram
1.8M
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Users reached across social platforms
71K
71K
Social interactions
94%
94%
Positive sentiment on mentions