FIRST PITCH
Reebok
The real way to give sneaker lovers what they want? Make them vote with their $$$ to say which shoes should get made and which should be scrapped. The solution is First Pitch by Reebok: a revolutionary end-to-end Kickstarter-like microsite experience where sneakerheads can commit to a shoe tailored to their unique interests, one drop at a time. If a shoe doesn’t get enough backers, it’s ditched and the process starts over.
First Pitch Campaign Video
Landing Page on Reebok.com
Pre-Launch Social Video
Full Video
FIRST PITCH MICROSITE EXPERIENCE
Homepage
Archive
DROP 1: BEEKEEPER
Microsite Experience
Design Story Video
Social
Facebook Feed
Instagram Feed
Instagram Story
SMS
Email Sends
Launch
Subject Line: First Pitch Release: Bee Keeper Classic Leather
Preheader: Classic gets a buzzin’ twist.
Reminder
Subject Line: First Pitch: Bee Keeper Shoe Campaign Ending Soon
Preheader: The buzz? It’s real.
Reebok.com Homepage Masthead
DROP 2: VOTE
Microsite Experience
Design Story Video
Social
Facebook Feed
Instagram Feed
Instagram Story
SMS
Email Sends
Launch
Subject Line: First Pitch Release: VOTE Club C
Preheader: Rep your right to vote. On yeah, and exercise it too.
Reminder
Subject Line: First Pitch: VOTE Shoe Campaign Ending Soon
Preheader: Walk the democracy walk to the polls.
Reebok.com Homepage Masthead
DROP 3: OPEN MEMBERSHIP
Microsite Experience
Social
Facebook Feed
Instagram Feed
Instagram Story
SMS
Email Sends
Launch
Subject Line: First Pitch Release: Open Membership Club C
Preheader: Tennis. It’s all fair game if you’re game.
Reminder
Subject Line: First Pitch: Open Membership Shoe Campaign Ending Soon
Preheader: For the aces who make their own rules.
Reebok.com Homepage Masthead
DROP 4: QUART DE MILE
Microsite Experience
Social
Facebook Feed
Instagram Feed
Instagram Story
SMS
Email Sends
Launch
Subject Line: First Pitch Release: Quart de Mile Aztec OG
Preheader: Inspired by legend, Marie-José Pérec.
Reminder
Subject Line: First Pitch: Quart de Mile Shoe Campaign Ending Soon
Preheader: Wherever she sprints, she shines.
Reebok.com Homepage Masthead
SAMPLE MEDIA COVERAGE
USA TODAY
Why Reebok's First Pitch Program is a Big Win for Sneakerheads Everywhere
SOLE COLLECTOR
Reebok Is Letting Consumers Decide What Sneakers to Release
FOOTWEAR NEWS
Reebok Is Letting Customers Decide if a Sneaker Is Made or Not
SOURCING JOURNAL
Reebok’s ‘First Pitch’ Lets Shoppers Decide Which Sneakers Get Made
Design: Quinn McLaughlin, Henry Kerns, Shawn Weatherbee
Video: Zack Concannon
UX and Development: DigiSavvy
Voice Over Talent: Carissa Romain, Christopher Hunt, Julia Cooper