The Assignment:

In a partnership with super producer Swizz Beats, we created a content platform, showcasing up and coming, as well as world class talent from every genre, reigniting the Reebok Classics brand. The all original content exhibited artists ranging from Lauren Hill and Erykah Badu to Common and Childish Gambino.

Reebok Classic became the purveyors of cool, publishing stories about the most interesting underground topics and integrating product on a global scale.

And that's how the Reebok Classic brand became hip.

We began building a collective of Creatives. And we began to discover talent people didn't even know existed.

• The first shoe released on WeRClassic sold out online in just 10 minutes

• The Reebok Classics YouTube channel had nearly 17 million views

• International Party video had nearly 3 million views on YouTube