Reebok Classics is rooted insubculture. To launch the Reebok Club C Montana Cans in partnership withSnipes, they wanted an activation that spoke directly to the street-art scene -not like traditional marketing, but like one of their own. cip marketing ledconcept development, brand activation and event management for a secretgraffiti battle in Cologne's Ehrenfeld district, the European Mecca of Murals.

The Challenge

Engage the community in a waythat felt genuinely authentic. Raw, immersive and culturally credible - withstrong brand visibility both on-site and across digital channels.

Our Approach

• Secret graffiti battle format keeping the undergroundenergy alive
• Two teams of three artists competing in 40-minuterounds in Cologne-Ehrenfeld
• End-to-end event management with live coordination formultiple battle rounds
• Social media integration generating organic buzz anduser-generated content around the sneaker drop

The Results

• Successful launch in a culturally authentic setting
• Strong local engagement in Cologne's urban art scene
• Extended brand reach through social storytelling anduser-generated content
• Reinforced Reebok's positioning as a brand connected tostreet culture