Reebok: Crossover U
Celebrate Allen Iverson and his influence over an entire generation of game changers.
Project Information
OBJECTIVE
Collaborate with Reebok to pay homage to Allen Iverson’s cultural impact and the updated throwback release of his first signature shoe, the Question Mid Double Cross, by hosting “Crossover U” – a day of community creative workshops inspired by Al and his cultural legacy.
IDEA
Center on the influence Allen Iverson had on an entire generation of people, both on and off the court, with his style, charisma, and signature crossover.
EXECUTION
In partnership with DBA Partners, we executed the production and programming details surrounding a day long series of workshops which included hair braiding, jewelry making, upcycling, styling, and photography. The day was capped off with a panel that included the workshop leaders and Allen Iverson himself. All of this taking place in New York’s Nolita neighborhood of Manhattan at the St. Patrick’s Youth Center.
OUTCOME
Actively engaged community with exclusive access to workshops tailored to their interests, concluding with a panel that involved the workshop leaders and Allen Iverson himself, gathering 350 people in attendance. Workshop leaders had a collective IG following of 321k + 7.7 million followers for Allen Iverson. All shared and promoted the event through their channels.
SERVICES
Programming
Event Production
Culture Marketing
Influencer Marketing
PHOTOGRAPHY
Sam Wallander