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Client: REEBOK ARS / ADAPTIVE RESPONSE SYSTEM
Scope: Art Direction / Lead Story Telling / Lead Graphic Design / Lead Strategy
Partners: Graphic Design / Alex Chou / Product Design / Heather Danila / Liv Bolung
Fixed gear bicycles have become a growing part of urban culture. A fixed gear bike, or fixie, is a bicycle with only one gear and no free wheel. Simply put, you cannot coast on a fixed gear; as long as the wheels are moving, your feet are moving. Fixie culture perfectly embodies Reebok's "life in motion" mantra. Modern graphics were derived from the components of a fixie bike – rims, frame and handlebars. Reflective ombre vectors are used throughout the line as elevated branding executions for a more literal connection to the fixie bike story.
ARS PROTECTION
Take what the city throws at you and brush it off your shoulder. Rain, heat, wind, and hail are no match for Reebok ARS. Responsive technologies and modular constructions enable users to fully adapt and respond to any-thing and everything they might encounter
ARS Activchill+
“Reebok's Coolest. Fabric. Ever. Experience our top-performing ACTIVCHILL technology in brand newfabrics. Placed where you need it to help keep you cool.”
ACTIVCHILL+ ripstop woven's integrated in unisex apparel models are paired with ACTIVCHILL+ mesh and jersey uppers in the Zig Kinetica for a true head-to-toe technology story.
ARS WARMING
“Stay warm with graphene - one of the most heat conductive materials on Earth. Strategically placed Thermowarm+Graphene printed zones help retain between 8% & 15% more heat than the unprinted zones, depending on the base fabric.