Source: REEBOK DOES THE ‘UNEXPECTED’ WITH NEW GLOBAL CAMPAIGN
I like to think of myself as a lightweight Asian horror enthusiast. I’ve seen the original version of every film that US directors have chosen to screw up. One of the few versions that the US got right was The Ring (Ringu). The film features the story of a girl who returns as a ghastly spirit who arrives to any person that views a VHS tape (I’m sure some kid is like, what’s a VHS tape?). In Reebok’s new video “Storm the Court” the company introduces a character pulled directly from Asian horror and you need to watch the video before I continue:
Did you watch it? Are you thinking what I’m thinking?
What in the entire f–k is going on here?
The campaign kicks off with ‘Storm the Court,’ a unique film featuring an unexpected, and seemingly uninvited, guest who interrupts a pick-up basketball game – stopping people in their tracks. The film showcases the Reebok Aztrek Double, an all-new update to the brand’s original all-terrain adventure shoe from 1993.
First, it’s March. The idea of introducing a video named Storm the Court in March creates a confusing message. The NCAA Tournament is starting and after every big game there is the potential for students to storm the court. It doesn’t happen, but when a team wins a magical game during the NCAA Tourney the natural response is ‘court storming’. This video is not about basketball.
Second, Reebok is pushing a retro inspired, dad shoe. Reebok is pushing a retro inspired running shoe with a tiny Asian girl thrusting her hips towards a big ass Black dude. This tells me that there weren’t any Black people in the room when this shit was created. If there was a Black person in the room, why in the hell didn’t that Black person say, “Hey R. Kelly is a big ass Black dude who rapes little girls, do we really think we want a video with a little Asian girl thrusting her hips at a big Black dude to start the video?” My bad… Reebok is pushing a retro inspired running shoe on the Blacktop.
Quick question: Do you know what brand had a solid streetball basketball shoe campaign in the 90s? Not And1. The brand actually had a basketball line named Blacktop.
Third, I should really stop right here because while the video is funny and different, that’s not what Reebok needs. I wore Reebok’s when I played college ball. I have to admit right now I don’t own a pair of Reebok shoes. I’ve had the urge to buy Questions several times, but I stopped. Those Questions were 69.99 which is below the wholesale price. Reebok currently occupies the back of the store at retail. At most retail outlets Reebok isn’t there at all. I’m a huge proponent of diversity in sneaker closets and a healthy Reebok can contribute to a healthier sneaker market increasing resale and interest in kicks overall. It benefits sneaker business for Reebok to be interesting again.
The Storm the Court video is interesting, but it’s not what the company needs. I could write more, but why? I don’t own a pair of Reeboks. I want to own a pair of Reeboks, but Reebok hasn’t given me any reason to grab a pair, so what’s the point of me writing on this post any further?
