Reebok’s 3:AM franchise celebrates the artists that are up at that hour—up all night doing what they love to do—create. After a successful first event and product launch with Trouble Andrew, the sneaker giant set their sights on Atlanta, for their next stop.

A product line was in the works with record label Love Renaissance, illustrator and FRKO Rico, who would serve as inspiration for the launch party along with the city of Atlanta itself and it’s deep connection to Hip-Hop and sneaker culture.

A warehouse in Mechanicsville served as the venue, which paid tribute to creative hustlers who chase their dreams. We created an immersive experience that included interactive vignettes such as a Magic City inspired stage, a custom Foot Locker pop-up shop, ATL-themed VIP lounges and a dynamic photo booth featuring unique FRKO street art.

The event sold more product than previous partnership events and made an impression in the local and national fashion and sneaker community. A retail launch at Foot Locker stores followed the event in the surrounding area. 520+ attendees, 59% sell-thru on footwear, 79% sell-thru on apparel, 61M impressions earned.

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DESIGN

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RESEARCH

AGENCY

LATITUDE