Reebok has teamed up with contemporary golf brand Manors to launch a co-branded collection, a full range of shoes and apparel that blends 90s Reebok sport DNA with MANORS’ modern golf utility.
Following our rebrand of MANORS in 2023, we collaborated with them again to create a launch campaign for the new collection and build hype and anticipation ahead of its launch.
Reprising a classic Reebok slogan, “No thanks, I’ll walk”, our campaign makes an enemy of golf carts and takes a stance against a traditional and transactional approach to golf.
The anthem film, produced by Stink and directed by Dan French, follows a group of adventurous golfers as they walk the course, exploring the landscape, debating swings, and finding lost balls. These scenes are dramatically interspersed with the symbolic destruction of golf carts, which are set ablaze, crashed, sent flying, and submerged in water hazards.
To tease the campaign, a series of short social films wreak havoc on the dreaded buggies. We see them demolished in various ways: impaled on a spiky London landmark, shattered on a high-speed Japanese train track, dropped from a height from a parking removals crane, flicked across a golf course, and sunk in water. Assisted by AI and CGI, the videos vary in style from art film to UGC.
We embraced an agile approach, causing a bit of chaos on the golf course and Dan French handled all the VFX himself to achieve a distinct low-fi aesthetic. Our goal was to disrupt the often-stuffy perception of golf by celebrating the sport's unexpected humour and relatable realities, capturing the authentic joy and occasional absurdity of the game.
Alongside the campaign roll-out, we also created a lookbook for the collection, shot by Oscar Ryan, and stylised ecom shots for our hero shoe range. All of this was captured on the same course and at the same time that we were shooting the master campaign video.
The campaign has garnered a lot of love from the golfing community and extensive press coverage since launch, with the collection close to selling out in ~48hrs.