Global: Reebok Classic to activate at Dubai's RedFest

Reebok previously activated at Sole DXB in November
Reebok previously activated at Sole DXB in November

Shoe brand Reebok Classic has enlisted agency Lightblue to activate a second stage at Virgin Radio Dubai's annual RedFest music festival in February.

Lightblue has created a new live concept that will allow Reebok to give its consumers a retro-inspired Classic experience with a modern twist. The agency told Event the activation will feature an Insta-print machine, where Instagram pictures tagged with a specific hashtag will be vended from an old-school hi-fi system; an upstairs balcony and lounge; a vintage games arcade; and a wall showcasing Reebok’s global collaborations.

The agency also confirmed the event will include an online element.

Artists of the Reebok Classic Stage will be announced in the coming weeks, while acts such as The Script, Iggy Azalea, Bastille and Gorgon City are confirmed to play the main stage.

The festival is set to take place on 12 and 13 February at Dubai Media City Amphitheatre. Other brands featuring at the event include headline sponsors Emirates and Virgin Radio, as well as Pizza Express.

Reebok Classic previously worked with Lightblue to create a brand experience at Sole DXB, an ‘urban lifestyle fair’ at the Dubai Design District. The activation featured DJ performances from the likes of the Real Flava crew and Shef Codes, a cocktail bar, a tattoo parlour and nail bar.

David Balfour, managing partner at Lightblue, said: "We have been working hard to ensure our clients have the ability to reach their consumers in the latest, most memorable ways. This is evidenced in Reebok Classic’s return to Lightblue for another adventure and also, the continuation of the brands’ increase in reach, both offline and ad online as a result of our adventures."

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