Behind the scenes: Reebok's Wrapshear TV ad

The challenge in creating advertising for training shoes is the duality inherent in their design. While a vast amount of work goes into creating shoes that will aid athletic performance, in reality most sports shoes are nothing more than a fashion accessory, which will do little more than tread the tarmac of the local high street.

So, when it came to marketing Reebok's high-profile new Wrapshear shoe - a running shoe with an inflatable insert that recalls one of Reebok's most famous brands, the Reebok Pump - advertising agency mcgarrybowen needed to promote the shoe both as a piece of performance footwear and as an item of urban chic, while also doing justice to a well-loved brand.

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