Manchild in the Promised Land
Writer / Chiat Day / NY
Reebok was a fitness juggernaut working their way into basketball. Their presence in the category was based in the technology of “the pump”, Slam Dunk Champions and Sinbad the Comedian.
Shaquille O’Neal was one of the most dominant centers in college basketball. A man amongst boys. Player of the Year.
Leading up to the draft, almost everyone believed, “Big men couldn’t sell shoes.”
But there had never been a “big man” with the personality, charisma and charm of a player ho would also become known as “The Big Aristotle”, Shaq Diesel, Shaq Fu and many other knicknames..
How do you introduce a rising star to a world projecting expectations?
We chose to position Shaquille as someone with humility, seeking wisdom and knowledge from some of the greatest players in the history of the game.
The spot launched on the Super Bowl, was a top 5 selection in USA Today’s annual ranking and the shoes sold out immediately.
Director: Brett Thomas, Executive Creative Director: Dick Sittig, Creative Director: Ty Montague, Art Director: Kathy Delaney, Producers: Amy Saunders & Steffi Binder, Writer, Charles Hall
Legends
Shaquille O’Neal was Reebok’s largest athlete signing in the history the company. They wanted to announce the partnership in the most dramatic way possible on the upcoming Super Bow.
Elders
Rudyard Kipling, John Wooden, Willis Reed and Sergeant Phil Harrison came together to provide a vision for Shaquille’s future.