story branding the tunnel contents
product collateral the bus
reebok gold . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .
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aking inspiration from fine clothiers along with a careful study of the athlete’s life, we have created a brand that pushes what is the norm for Reebok and the NFL. Reebok is renowned for its products’ capabilities under the rigors of the world’s best athletes and we feel that Reebok is poised to apply this prowess into the apex of sport-culture clothing.
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bespoke tailoring
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he concept of bespoke tailoring is a timeless tradition of royal fashion that dates back to the early 1700s. It only seems fit that a style of tailoring where the client is given the most personal treament on earth would mesh perfectly with our brand mission.
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ringing the traditions, materials, and practices of bespoke tailoring into the Reebok brand would be a revolutionary concept and ultimately would tie together the worlds of high-end fashion and authentic licensed equipment into a truly unique symbiotic relationship.
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the national football league
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he NFL was founded in 1920 comprising of eleven teams as the American Professional Football Association. The league currently consists of thirty-two teams from American cities and regions, divided evenly into two conferences – the AFC and NFC – of four-team divisions.
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ince 1966 the league championship has been determined by the end-of-season title game known as the Super Bowl. Today the Super Bowl is widely considered the biggest event in professional sports.
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the vaal mark
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n 1958 J.W. Foster and Sons foot wear company was renamed “Reebok ” after t he A fri k aans name of a sma l l, fast A frican gazel le. In English t he anima l ’s name is Vaa l R hebok.
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he lines of t he mark were meant to suggest t he lines of t he vaa l rhebok as a whole, g racef u l and elegant but a lso e x tremely fast and ag i le – para l leling our at h letes’ c haracteristics on t he f ield.
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the tunnel
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he tunnel, the inspiration for our inaugural season’s product, is a symbol for the in-between place, the transition between on-field and off-field. The tunnel prepares the players for greatness, it is where they reflect and mentally register the task at hand. It represents innumerable opportunities. The player exits the tunnel and enters the greatest stage on Earth: the bright lights, the hope of millions of judgemental fans, and the chance to be great.
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product
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rawing inspiration from the Vaal mark and innovative modern fashion, tailored cut lines began to take on a consistent relative shape throughout the entire line. The goal was to stay simple yet transcendent, allowing the individual personalities of the players and teams to shine through.
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fter analyzing the typical day of an NFL athlete, we chose to focus the line on the athlete’s time off the field, where Reebok currently does not offer much in the way of product beyond the sidelines. We strongly believe that the following eight garments best encapsulate our market and create a consistent wardrobe tailored to the NFL star.
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the tastemaker Deangelo Hall Oakland Raiders CB #23 Loves Jewelry watches, sunglasses, bling, earrings, accent pieces. Setting the Bar bringing fashion to the NFL on and off the field Fast Cars Expensive Taste
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the fourth estate
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the drive jacket
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the versus reversible
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flash pullover
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the vaal tee
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triple lxv hooded zip
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triple lxv pant and cap
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the all-american guy Tony Romo Dallas Cowboys QB #9 Aw-Shucks Star The All-American Loving his life dating superstars, exotic vacations, worshipped by fans
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the fourth estate
the drive jacket
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the versus reversible
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flash pullover
the vaal tee
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triple lxv hook-up
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the miami dolphins collection
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the fourth estate
the drive jacket
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the versus reversible
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flash pullover
the vaal tee
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triple lxv hook-up
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the new york giants collection
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the fourth estate
the drive jacket
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the versus reversible
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flash pullover
the vaal tee
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triple lxv hook-up
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collateral
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he hang tags and packaging are integral to promoting our brand message. Implementing elements from both the tradition tailor’s equipment and notekeeping and classic travel ephemera we have created product collateral that is as unique as the product it represents.
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the client ledger
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the neck label hang tag
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the packaging
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the bus
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ravelling from city to city during the season and around the country in the off-season, the Reebok Gold Bus is the consumer’s portal to our world. As well as being the exclusive retailer of Reebok Gold the bus acts as our tailor on wheels, visiting our athletes for fitting and sizing at their homes.
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the bus
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Reebok Gold Brand Book Summer 2008 Hannah May Willem Van Lancker All type in this book was set in: Mrs. Eaves Roman 9/10pt., 16/19pt. Mrs. Eaves Small Caps 18/21pt., 13/15pt. Mrs. Eaves Italic 9/10pt.
hannah may willem van lancker
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