Activating Product Stories for a Global Brand
With over 60 years of history and shoe designs, Reebok maintains their footwear and apparel assets in a growing physical archive to preserve their culture and inspire their future. The classic shoes that inspire one of their most successful collections, the Reebok Classic line, are housed in their corporate archives in Boston by their archive manager and are only accessible with special permission a physical trip to their location.
Global Access Denied
Since its beginning in England in 1958, Reebok has expanded to become a massive global brand with offices all over the world including the world headquarters in Boston:, Amsterdam, Panama City, Shanghai, Hong Kong, Singapore, and Toronto. While the Reebok brand transcends cultural boundaries, the physical boundaries of having assets in one archive limits the access designers from their global offices have with them, especially the Reebok Classic division. The biggest problem for Reebok was trying to give access to their archive across the globe and providing context behind the shoes. What team was working on them? What were their inspirations? How did they arrive at a particular design? The stories that accompanied their shoes were just as valuable as the assets themselves.
Intranet
DropBox
Employee Self-Search
Designer Requests
Physical Archive
Information Floodgates
With a need for context and story to live with their artifacts, it was clear a traditional DAM was not going to give the archive and brand team the utility they needed. The solution was combining high-resolution photos of assets at multiple angles with metadata context in the form of notes, dates, tags, and audio, along with oral history from relevant designers. The final result was a highly interactive, visual platform with over 50 collections housing over 10,000 assets. Product stories, history, and legacy were all intertwined to make a contextualized experience for more than just designers but for their design team, product teams, brand teams, marketing teams, legal, and even retail employees.
Product Design and Development (41%)
Marketing (33%)
External Comm + Agencies (15%)
Legal (9%)
Visual Frameworks
Examples of the content Reebok used Enwoven to capture
Daryk Pengelly
Head of Brand Strategy, Reebok Classics
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