Reebok x Cardi B: meme-age PR

09 Nov 2018

By: Sport Industry Group

Reebok has hit the headlines with the launch of what it describes as a “dream” collaboration with influential US rapper Cardi B.

The sometimes controversial – and always unconventional – artist is the latest ambassador of a brand that has consistently taken a pioneering approach to sportswear marketing.

Now Reebok – with a little help from agency M&C Saatchi Sport + Entertainment –  is ripping up the PR playbook, replacing the traditional press release with... a series of memes.

Whether or not this Buzzfeed-ready release represents the future of media relations, it’s certainly (at least to Sport Industry Group's knowledge) an industry first.