Angle Orange designed the VR experience to bring people closer to the Reebok brand, particularly the Classic Leather silhouette, by immersing them in the virtual worlds we’d created and capturing their imaginations.


Sneaker enthusiasts and mall goers around the country.


Having someone take the time to actually pick up your shoe and consider it is a pinnacle goal within the footwear industry. In addition, the more time consumers spend on a brand’s platform or store, the more likely they are to buy, which is why it’s key to design a trigger that makes the time spent with the brand meaningful and rewarding for them.


Placing the Oculus Quest headset in Reebok stores nationwide, participants were given the choice to be transported to one of three locations we had designed: an urban landscape, an abandoned zoo or an art deco room. Here their realities were momentarily suspended as they customised their Reebok Classic Leather silhouette with an array of artworks supplied by acclaimed tag artist Damn Vandal. Upon completion, participants could share their creations on social media.

Social Media

With the official social media accounts of Reebok SA, Mall of Africa, Fourways, Canal Walk and Menlyn all promoting the activation, it was exposed to hundreds of thousands of people.


Here, shoppers were able to engage with the brand jump into VR , many of whom had never been exposed to technology of this nature before.


After participants had finished customising their sneakers, they were directed to a website where they could download their video and share it onto their own social media platforms, thereby expanding Reebok’s reach to even more unique social media users.


The activation set-up was slick, well-crafted and gave shoppers an unforgettable brand experience. Shoppers that participated thoroughly enjoyed the process, we even had a few people wanting to experience  it, again and again.

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