McGregor brings pain in animated Reebok Spot

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Today, Reebok announced the upcoming launch of Zig Kinetica, a transformative new silhouette that channels and returns energy with every stride you take. Zig Kinetica drops globally on February 21st, 2020. The shoe will debut with a vivid spot starring legendary mixed martial artist Conor McGregor, in which a mundane clean-up of his son’s bedroom takes a most unexpected twist into a new kind of cage match.

Reebok’s ZigTech technology, originally introduced on 2010’s ZigPulse silhouette, set a new standard for innovation, function and disruptive design. Transcending its performance-based origin, Zig Kinetica fuses innovative sport tech with sleek style to create a highly functional shoe that seamlessly transitions from gym to street. 

The transformative power of the shoe morphs McGregor into an action figure that must harness Zig Kinetica’s energy to fight off rogue toys. Deutsch worked in partnership with world-renowned puppet master Andy Gent [Isle of Dogs and Fantastic Mr. Fox fame] to create the action figure of Conor.

“I absolutely love these, the grip, the stability. I feel the connection from the sole to the material,” said McGegor. “I’ve been around with Reebok a long time now, and each launch, the energy level is climbing. Now we are exploding.”

Watch the spot, directed by Riff Raff Film’s Sacred Egg, below:

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“Conor McGregor and The Zig Kinetica is a creatively combustible pairing. On one hand you have a global celebrity well-known for never knowing what he’ll do, and on the other you have the Zig which could be one of the most unique, culture-bending products in Reebok’s arsenal,” said Dan Kelleher, chief creative officer, Deutsch NY. “Our job was to find a story that utilised both in the most unexpected way possible.”

“We saw an amazing response testing the Zig silhouette throughout 2019, collaborating with some of the biggest names in fashion,” added Matt Blonder, VP, marketing and digital brand commerce at Reebok. “Now, we’re excited to bring our biggest launch of 2020 forward, with the help of Conor, during his exciting return to the UFC. The launch of the Zig Kinetica is a watershed moment for Reebok as we look toward the future of this brand and cement ourselves as an industry leader, sitting directly at the intersection of sport and style.” 

The launch marks the next phase in Reebok’s ‘Sport the Unexpected’ campaign, celebrating bold risk takers who reshape culture by being anything but expected.

Zig Kinetica drops on Reebok.com for $120 on February 21, 2020. For more information, visit here

CREDITS:

CLIENT: Reebok

AGENCY: Deutsch, New York
  • CHIEF CREATIVE OFFICER: Dan Kelleher
  • EXECUTIVE CREATIVE DIRECTOR: Pete Johnson
  • CREATIVE DIRECTOR: Marques Gartrell
  • DIRECTOR OF INTEGRATED PRODUCTION: Joe Calabrese
  • DIRECTOR OF ART PRODUCTION: Sarah Manna
  • PRODUCER: Shelby Remer
  • HEAD OF DESIGN: Roger Bova
  • DESIGN DIRECTOR: Joanna Durkalec
  • DESIGNER: Laura Chang
  • SENIOR PRINT PRODUCER: Jeanette Luis
  • ART PRODUCER: Dana Kandic
  • CHIEF STRATEGY OFFICER: Matt Baker
  • GROUP STRATEGY DIRECTOR: Garett Awad
  • GROUP ACCOUNT DIRECTOR: Andrew Arnot
  • ACCOUNT DIRECTOR: Silvia Lacayo
  • ACCOUNT EXECUTIVE: Maria Rivadeneira
  • PROJECT MANAGER: Allison Wang
  • ASSOCIATE BUSINESS AFFAIRS MANAGER: Nikki Belekjian
  • ASS’T ACCOUNT EXECUTIVE: Sean Onwualu
PRODUCTION COMPANY: Riff Raff Films
  • DIRECTOR: Sacred Egg
  • EXEC PRODUCER: Matthew Fone
  • LINE PRODUCER: Cathy Hood
STOP MOTION MODEL BUILD AND ANIMATION: AMS LTD

BUILDER/DESIGNER: Andy Gent

EDIT: Steelhead
  • EDITOR: Mike Mallen
  • ANIMATION: Rob Bischoff, John Hatheway
  • PRODUCER: Zack Herpy

AUDIO POST: Honeymix NYC

MIXER: Sloan Alexander, Human

MUSIC AND SOUND DESIGN: HUMAN

PRODUCER: James Wells

COMPOSITING AND VFX: Squad47

DESIGN: Brand New School

TELECINE: The Mill

  • COLORIST: Mikey Rossiter
  • PRODUCER: Evan Bauer

SOURCE: Deutsch

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