Reebok embellishes empty Delhi warehouse to launch new shoe, agency 'Foolish'

Taking inspiration from Reebok Classic’s 70s, 80s and 90s designs, the Zoku Runner fuses the brand’s heritage with advanced design and directional style. To launch the shoe, Reebok India hired the services of Foolish, a delhi based marketing solutions company, who created an experience at an empty warehouse on the Delhi-Gurgaon highway.


Paying homage to Zoku’s Japanese translation – to be continued or to be part of a tribe – the Zoku Runner is a direct descendant of the original Classic, celebrating the brand’s Vector through a modernized and updated silhouette.

A product of evolution, the Zoku Runner weaves Reebok’s past into its future, with the brand’s synonymous crosscheck at its core. Created by Reebok’s founders in 1980, the crosscheck brandmark was inspired by a flock of birds and symbolizes momentum and movement, reflecting the idea of continuous evolution.

With the above brief in place, Delhi based agency Foolish came on board to launch the shoe in the athleisure space by curating an exuberant experience.

The event gave guests the ultimate experience from the world of music as the shoe was launched with a novel ‘unboxing’ rap video by acclaimed rapper artist, Borkung Hrangkhwal.

The warehouse was set up with unique art installations, container format pop-up stores and an engaging walk through designed with graffitis that narrated the story of the classic Zoku. Additionally, there was an all-day long art workshop for Pearl Academy Students, on graffiti and knit thread work.

The Zoku Runner reinterprets the symbol in a moulded TPU cage for a modern look, playing with translucency and prints to show the versatility of this iconic design. Crafted out of Reebok’s newest upper and most superior digital knitting technology, Ultraknit, the Zoku Runner allows a sock like feel and a fashionable look, as its breathability and ultra-light feel delivers extreme comfort while reducing material waste.

Priced at INR 15,999, the Zoku Runner is available for both men and women in a series of seven understated, versatile colorways at Reebok CP, Reebok Colaba, VNV and Myntra.

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