Reebok is promoting its brand through the use of short documentaries, making for a Reebok ad with a genuine feel that connects to consumers and the lifestyle the brand looks to appeal to.
The series will be released over the course of the year, following the stories of 10 Reebok employees from different areas. The series is titled 'Stockboys,' after the workers and is used to show what sneaker culture means to them. The Reebok ads reveal what kind of people wear Reebok shoes. Stan Chan, the subject of the first video explains of the series by saying, "Stockboy, he's the forefront man, he's the organizer, you know, he's the one that's gonna see the shoes, he's gonna see what products you got in the store. He's gotta be the one you gotta know."
In addition to using the Reebok ad documentaries to increase brand identity by relating consumers to those behind the scenes and in the know, the company will reveal a new sneaker in collaboration with one of the retailers from the series.