Reebok Forever

How a pop-up tattoo parlour took the world by storm and got mentioned in the Dagens Industri, The independent and Le Figaro.

Reebok Forever Tattoo

Pain is temporary. Reebok is forever.

A couple of years ago, Reebok set out for a new beginning. As a symbol of the transformation, we were tasked to create a new brand mark that quickly became a cultural statement for our core community. Still, most people in the Nordics were unaware of Reebok’s identity, values and its linkage to CrossFit.

Who could better tell the story about a brand than the people who love it? So we opened a pop-up tattoo studio during the Tough Viking competition in Stockholm. Only one emotive was available – the Reebok brand mark.

Stirring up controversy across the globe
The campaign got massive attention across the globe both online and in printed press.
• 366 000 000 media impressions.
• 7 000 000 earned social media impressions.
• 94 people inked their bodies with the Reebok logo.

The campaign become highlighted in several marketing textbooks, gigantic news outlets and Adweek highlighted it twice.

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