Reebok x Billionaire Boys Club: ComplexCon

To debut Reebok's revived partnership and exclusive capsule collection with BBC ICECREAM, MATTE designed and produced Reebok’s multi-sensory booth experience at ComplexCon Long Beach. Bringing longtime BBC ICECREAM enthusiasts back to the original Reebok collaboration of 2004, the booth's experiential components were designed to make attendees feel like they had landed at an ice cream shop on the moon.

Reebok's booth was anchored by a 19-foot-tall rocket ship, which played into Billionaire Boys Club’s astronaut logo, flanked by large replica boulders that doubled as storage units. A co-branded “moon-landing flag” planted in front of the rocket completed the visual effect. The spacecraft, which doubled as a DJ booth for four entertainers, periodically executed a liftoff sequence featuring colored fog, sound effects and lighting.

The space theme continued with futuristic-looking shoe displays designed to look like ice cream shop counters featuring zero-gravity apparel merchandising, and complete with custom red-and-white floor tiling. There, attendees could purchase four different shoe styles from the exclusive Reebok x BBC capsule, which harkened back to the two brands’ original collaboration in 2004. Fans could also purchase items from an apparel collection that included hoodies, sweatpants and t-shirts. Above the footprint, a life-sized astronaut figure, wearing a helmet with an embedded screen displaying branded content, hung from the ceiling. Other screens scattered throughout the booth, including behind all points-of-sale, also played custom content.

The activation included a “dunk pit" where attendees got a running start, sprung off of a trampoline and dunked a basketball into a branded hoop before falling into the foam pit below. The experience was captured on a Hypno camera, providing attendees with a shareable digital takeaway. Additional engagements included appearances by Allen Iverson and MadeinTYO, a “man on the street” video in which the brand asked people around the Long Beach Convention Center to answer fun questions, and a co-branded, geo-fenced Snapchat filter created with BBC and ICECREAM featuring the same astronaut that hung over Reebok’s booth.