Reebok Classic Reethym of Lite

Reintroducing a Classic Brand


New York City – summer 2011, to an audience of global celebrities and influencers, Reebok Classics and Grammy award-winning artist Swizz Beatz unveiled their biggest joint project to date – the 2011 Reethym of Lite campaign. The campaign celebrates the new Reebok Lite footwear and apparel collection – iconic Reebok styles with cutting-edge technology – through Swizz’s own interpretation of the Reethym of Lite.
Reebok US reached out to R+I Creative to develop content around the Reethym of Lite Global campaign launch



  • Excite existing classic audiences and attracts new fans to the brand


R+I created an exclusive film taking the viewer behind the scenes at the Swizz Beatz + Reebok event in NYC where Swizz and Reebok celebrated their new Reethym of Lite campaign with very special guests.

Reebok’s new documentary gives an exclusive look at what happened at the iconic shoe brand’s recent event in nyc.



  • The film fulfilled the campaign’s creative promise telling the unique story of the re-launch of the Classics brand. The docu-style video was massively relayed by mainstream media outlet.


Reebok Classic


  • Content Creation, Video Production