Reebok Nano X Campaign

Taking the training shoe to the mainstream

Disciplines

Campaign

Visual Design

Art Direction

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Outcome

Outperformed pre-pandemic signup, sales, and conversion goals despite launching during early 2020.

Sales increased 30% over the previous year.

Campaign landing page converted 5% of visitors — double the expected rate.

8 key visuals, 60 graphics for the product landing page, 38 graphics pack images, 10 digital ads, and 29 pieces for social.

Role

Senior Graphic Designer

Contribution

Shaped the concept, planned the shoot, and executed final deliverables.

Company

Roundhouse Agency

Beyond the box

In 2020, Reebok launched the Nano X, the latest addition to their popular line of cross-training shoes. With a changing fitness landscape, Reebok designed the Nano X to be an all-around high-performance training shoe, highlighting its stability, support, and runnability — taking it out of the traditional CrossFit box.

The creative brief challenged us to craft an approachable, inclusive story aiming at a wider and more mainstream audience.

Reebok Nano X campaign north star statement: 'The Nano X is designed for more uses than ever, making it THE training shoe that's great for every workout.'

Our creative strategy centered on one unified message — a North Star we referenced throughout the process: "The Nano X is designed for more uses than ever, making it THE training shoe that's great for every workout."

The concept:
approachable, versatile and fun

Collaborating closely with the art director, I helped shape the creative vision and played a key role in concepting and planning the photoshoot.

We decided to show a clean and premium gym environment with both indoor and outdoor scenes. This location was key to the work's look and feel, doing the heavy lifting to portray the footwear in an approachable way and capture its versatility.

Reebok Nano X key visual: male athlete catching a medicine ball outdoors, "Our Most Versatile Nano Yet" campaign headline.

Reebok Nano X SS20 cross-training shoe in black, white, and red colorway, studio product shot.

Reebok Nano X key visual: female athlete performing a handstand outdoors, "Our Most Versatile Nano Yet" campaign headline.

The execution: scouting, shooting, and producing at scale

Beyond shaping the concept, my responsibilities included scouting talent and locations, curating exercises, planning the shot list, and aligning specific movements to the shoe’s features.

During the post-production phase, I handled selects, designed key visuals, edited motion content, and created digital banner ads and assets for Reebok’s eCommerce platforms.

The campaign was built as a global toolkit, with creative assets and guidelines localized for international markets including Russia. We created 8 key visuals, 60 images for the product landing page, 38 images for a graphics pack, 10 digital ads, and 29 pieces for social.