Reebok

Reebok Fashion Show Brief

Objective:

To choreograph and direct a high-profile fashion show that would unveil Reebok’s new Easy Tone and Zigtech products to an exclusive audience of global press and VIP delegates.

The show was a one-time event, placing immense pressure on the team to ensure a flawless execution from start to finish.

Reebok Overview:

Reebok is a globally recognised leader in sportswear, renowned for combining innovative design with cutting-edge technology.

The launch of the Easy Tone and Zigtech products marked a significant moment in the brand’s evolution, blending performance with style.

Concept & Creative Vision:

International Creative Director and Choreographer Kwame Knight was tasked with bringing the vision to life, infusing the show with a unique fusion of fashion and athleticism.

Kwame conceptualised a couture catwalk infused with street dance, creating a high-energy visual experience that was both stylish and dynamic.

The performance aimed to showcase Reebok’s new products while highlighting the brand’s commitment to innovation, comfort, and style.

Implementation:

Kwame Knight’s direction brought together Reebok brand ambassadors Kelly Brook and Amir Khan alongside a team of 10 models and dancers, each performing highly stylised sequences.

The choreography seamlessly blended straight catwalk, contemporary dance, and bold street dance elements, bringing a modern edge to the show.

Kwame also worked closely with the lighting designer to create a visual experience that complemented the products while enhancing the performance.

Every detail was meticulously planned to showcase the products in the best possible light while maintaining a high-energy atmosphere.

Kwame carefully selected and edited the music, which played a pivotal role in setting the tone for the show.

It guided both the models and the brand ambassadors through their choreographed sequences.

He ensured that Kelly Brook and Amir Khan felt confident and comfortable throughout the performance, allowing them to shine as they interacted with the products.

The result was a seamless blend of fashion and athleticism, a high-profile yet subtle performance that captivated the audience.

The show was a stunning success and garnered widespread media coverage, including a feature in The Daily Mail, cementing its place as one of the most talked-about events in the fashion and sports industries.