Reebok
Services
The case study details the collaboration between Reebok, Yellowbrick, APB, and JFF to address the challenge of limited entry pathways in the sneaker industry by launching an online education and mentorship program for individuals aged 17-20. Led by GGC, the Chief Creative Director at Yellowbrick, the program offered comprehensive online instruction and live mentorship sessions, culminating in the successful design, production, and marketing of a Reebok sneaker by standout participants Isaac Reeves, Ashley Hamilton, and Ben Gass. With proceeds reinvested for future programs, showcasing the potential of industry-academic partnerships in nurturing talent and challenging industry stereotypes.
Challenge
In a rapidly evolving sneaker industry, there exists a perception that traditional design channels are the only viable pathway for entry. However, breaking this stereotype and providing opportunities for young individuals to explore diverse avenues within the industry became a primary challenge. Reebok, in collaboration with Yellowbrick, APB, and JFF, aimed to address this challenge by launching an online education and mentorship program targeted at individuals aged 17-20 interested in pursuing a career in the sneaker industry.
Solution
GGC, the Chief Creative Director at Yellowbrick, played a pivotal role in conceptualizing and executing the Reebok Education Program. Leveraging Yellowbrick's expertise in online education and Reebok's industry insights, the program combined comprehensive online instruction with live mentorship sessions from industry leaders. Through a rigorous national submissions process, 36 talented individuals were selected to participate in the program.
Implementation
The program spanned 12 weeks of intensive online instruction, covering essential aspects of sneaker development from concept to market. Participants engaged with content from Yellowbrick's Sneaker Essentials course, enhanced by live mentorship from Reebok and APB experts. GGC ensured the seamless integration of educational content with real-world industry insights, providing participants with a holistic understanding of the sneaker industry.
Results
One of the program's most significant achievements was the development, production, and marketing of a Reebok sneaker designed by three standout participants: Isaac Reeves, Ashley Hamilton, and Ben Gass. With guidance from mentors, including GGC, the students navigated through the challenges of pandemic-fueled supply chain disruptions to bring their design to fruition. Their dedication and commitment resulted in the successful creation of a market-ready product.
The launch of the Reebok sneaker designed by the students garnered significant attention and appreciation from industry stakeholders. Furthermore, the net proceeds from the shoe sales were allocated towards additional funding for future iterations of the program, highlighting its sustainability and long-term impact.
Conclusion
GGC's leadership as the Creative Director played a vital role in the success of the Reebok Education Program. By providing a platform for young individuals to explore diverse career pathways within the sneaker industry, the program challenged conventional beliefs and empowered participants to pursue their passions with confidence. The collaboration between Reebok, Yellowbrick, APB, and JFF exemplifies the potential of industry-academic partnerships in driving meaningful change and fostering talent development. As the program looks towards future iterations, GGC and his team remain committed to supporting the next generation of creatives and innovators in the sneaker industry.