Identity Adaptation and Local Creative Direction

Unlike other projects, the challenge at Reebok Argentina wasn't building an identity from scratch, but translating one: the global brand has strong guidelines and materials, in a moment of market repositioning, drawing on its classic aesthetic, its historic models, and its current presence in crossfit, running, and basketball. The local work consisted of interpreting that identity across two distinct fronts: retail execution of global campaigns, and creative direction for campaigns developed entirely in Argentina.

For global campaigns, the process started by identifying the key elements of international key visuals —materiality, composition, graphic resources— and translating them into physical applications for local stores. For local campaigns, such as the launch of the Essence sneakers or the collaboration with María Becerra, the work ran the other way: starting from global brand references, original key visuals and briefs were built, which agencies then developed into full audiovisual campaigns.

This approach maintained the brand's premium standard at a local level, achieving consistency between the material produced in Argentina and the global campaigns.