Erich Pfeifer
Erich Pfeifer
Erich Pfeifer
Creative Director
Creative Director
Erich Pfeifer
Graphic Designer
Graphic Designer
Creative Director
Graphic Designer


BE MORE
HUMAN
REEBOK REBRAND
Working on an athletic brand, let alone a sneaker brand, had always been a dream of mine, and I was lucky enough to be creative director
and part of a killer team that relaunched Reebok. Reebok was a forgotten brand in need of reimagining in an industry dominated by Adidas and Nike. Instead of going, (clears throat) toe
to toe with these behemoths, we took a different route--a more humble route, a more human route. There would be no high-profile athletes who
few could relate to, shilling our wares. Instead
we focused on real people doing real things. We celebrated the tough fitness crowd. A collection
of athletes of all shapes and sizes whose goal is to simply honor their bodies and sharpen their minds through exercise. And we did it with a global launch that included film, digital, print, ooh, and social. During this time of hyper-connectivity where we are constantly encouraged to live on our devices, we reminded people to get up, get out, and
Be More Human.








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