RACE THE CITY

Reebok wanted to launch a newly developed sneaker dubbed the ZQUICK. Inspired by and designed for CrossFit use, the sneaker was meant to excel beyond gym conditions and enhance practical real-world movement. So we decided to show the sneakers being used in the most real-world relay race we could think of.

Six months after the spot aired during the 2014 Winter Olympics, a viral video was released showing a UK runner racing a train from one station to the next just like our film. A slew of similar videos were released around the world in subsequent years. We had nothing to do with this, but I like to believe we were inspirational.