Reebok and rebellious art collective-turned-product marketer MSCHF just released an eccentric teaser ad for their upcoming Pump Omni Zone IX collab. MSCHF has a history of breaking norms and printing cultural currency. Riding off the massive success of their Big Red Boot earlier this year, and summer Big Yellow Boot Crocs collab, MSCHF now finds themselves squarely in the mainstream spotlight. With such attention, there’s an inherent pressure for them to continually innovate and push the boundaries even further, knowing every move will be closely watched and analyzed by both fans and critics alike. Unlike their controversial unauthorized Nike releases Jesus Shoes and Satan Shoes, this appears to be a legitimate collaboration with Reebok.
This spot is a throwback with a modern twist. As far as sneaker ads go, it cuts through the clutter. Let’s have some fun with it and break down some of the most interesting aspects of the video.
1) Family-friendly content:
The ad features retired NBA star Dee Brown (who famously wore Reebok Pumps in the 1991 Slam Dunk contest) and his son, Anakin.
2) Low-fidelity action sequences:
An ode to vintage NERF ads, these scenes made me both dizzy and curious to get a better look at the shoe.
3) This outrageous ankle breaker scene:
Every hooper can feel it through the screen. Ironically, both players are wearing the Pump Omni Zone IX, which clearly isn’t positioning itself for the performance hoops market.
4) This wild motion graphic sequence:
Slow it down and you’ll see it includes a player made of sneakers, adding a visual flair you might find on Adult Swim.
5) This (not so) random squirrel:
This has gotta be a reference to Air Squirrel, right? A touch of chronically online, internet humor that MSCHF is known for.
6) The surprise ending:
Instead of landing Dee Brown’s signature no-look dunk, they float away, leaving the ad unresolved.
7) The retro, in-your-face end frame:
Reminiscent of 90s toy commercials, it might make you want to dust off your Hot Shot Basketball game.
The Reebok MSCHF Omni Dunk IX will release on 9/27/23 in two colorways.
