Reebok’s basketball football division wanted to capture the imagination of its target consumers by making a bold statement to introduce its new “Above The Rim” collection. They wanted to build a program that would unlock the value of their four Above The Rim signature athletes, as well as capture valuable purchasing information from prospective consumers. And lastly, as is the norm in the footwear industry, they wanted to create some buzz that would help drive general foot traffic into retailers.

The Above the Rim “Whodunit?” campaign was designed as a tongue-in-cheek riff on TV crime procedural shows (think Law & Order or CSI) that trades on authentic insight into the combative world of street basketball. By taking the crime-solving structure, the two TV spots, the one internet-only spot, and the interactive crime lab helped create “event-viewing” around the TV spots as well as drive traffic to the website where prospective audience members could uncover clues, register to vote, and learn more about the Above the Rim line of footwear and apparel.

Featuring:
Baron Davis
Steve Francis
Kenyon Martin
Jason Richardson