Working collaboratively with Reebok’s various design firms and brand marketing teams for over 10 years, our team follows a design thinking methodology for each experience. This begins with clearly identifying who the intended target audience would be. The target audience persona for this project was: The Game Changers. Game Changers are between 20 and 25 years old, live an active and sporty lifestyle, underpinned by an insatiable desire to experiment in life and sport. Our experience inspired consumers to equip for experimentation. We incorporated the “Sport the Unexpected” campaign that asks us to embrace the unknown, embrace fitness, embrace style, and jump feet first into the future.