You would have thought The Beast from The East snow storm was enough to keep everyone in doors yesterday however, that wasn’t enough to keep us sneaker heads and creatives locked up for much longer. Yesterday, M&C Saatchi Sport and Entertainment put on an innovational and artistic event for the Reebok Classic X Montana Cans Club C trainer, which united graffiti artists, sneaker heads and creatives together to celebrated the new and re-imagined bold, diverse and premium shoe.
Montana Cans are known to be the “highest quality urban art supplies” within the street art and design industry, as all ingredients are of highest quality and are most favourited by graffiti artists. I definitely think Reebok couldn’t have chosen a better brand to be inspired by, lying on the concept of colourful and vibrant for the reimagined Club C trainers.
Truly making you feel part of the urban graffiti scene, upon arrival, guests were given a dust/spray paint respirator mask, protective glasses and made to change into a full body paint overall (a bit like a protective onesie) which had “Reebok CLASSIC X Montana CANS” printed on the back. Once suited and booted and being made to feel like a top urban artist, we were left to explore the space and release our creativeness upon the A6 size work pads hung up on walls and distributed along work tables, with another room allowing us to use a selection of paint pens and spray paint and letting our imaginations flow, expressing our creativity.
Room 2 soon after opened its doors, where BBC Radio 1Xtra DJ Dotty aka Amplify Dot (@amplifydot) took the stage with a one on one insightful interview with Czech graffiti artist and collaborator Sany (@sanybaby1), one of the first female graffiti artists in her hometown Prague. Sany’s contribution towards the “Always Classic” campaign stems upon her drive and passion for the graffiti industry and her motivation for female empowerment, by pushing for girls to express themselves through the form of graffiti within the “male graffiti world”. The night was also accompanied by the mighty “BORN N BREAD” ladies playing the freshest Grime and R'n'B hits whilst guests were allowed to stamp their mark and customise on boards which have been graffitied on by top artists.
Having worked within brand experience, I really believe creativity is a process and a journey you need to take your guests on. The brains behind this remarkable event goes to M&C Saatchi Sport and Entertainment (hats off to you!). The event was such a fun and experience, making you feel involved and grasp a real understanding of the reimagined Club C trainer and I can’t wait to experience something else like this.
Don’t forget to head over to www.reebok.co.uk/montana_cans to check out and shop the latest Reebok Classic Club C X Montana Cans collection!