REEBOK CLASSIC · SOLE DXB · DUBAI, UAEReebok Sole DXB:
A Tribute to Biggie & Pyer Moss
Sole DXB, Dubai · December 2018+22,000 attendees · 6th edition of the Middle East's largest sneaker and street culture festival In partnership with Jack Morton.
Following ComplexCon, Reebok invited us to Dubai for Sole DXB — a three-day sneaker and street culture festival. The brief was clear: celebrate The Notorious B.I.G. and Pyer Moss through the lens of Reebok. What we built was something closer to a cultural monument than a brand activation.
$200K+ PR value · 100K+ reach · 10K+ engagements 2,000+ social media mentions · Full capacity attendance
Unveiling the Essence of Hip-Hop Culture:
Biggie x Pyer Moss at Sole DXB
A two-story immersive environment traced the parallel stories of Biggie's hip-hop legacy and Pyer Moss's radical fashion vision - showing how Reebok has sat at the intersection of music, culture, and style for decade.s.
The Notorious B.I.G.: A Tribute to Legacy
The centerpiece: a full replica of Biggie's iconic crown and throne — with Barron Claiborne, the photographer who shot the original "King of New York" portrait, on-site to photograph every guest who sat in it.
Festival-goers waited in line for the chance to be photographed by the same lens that captured one of hip-hop's most iconic images. The activation became the most photographed moment of Sole DXB 2018 — driving the event's largest share of social coverage.
Alongside the crown: Reebok's deep archive of cultural photography — musicians, athletes, moments — displayed throughout the two-story space. The booth didn't sell sneakers. It told the story of a brand that has always been at the intersection of culture.
Concept Sketches & Footprint
Pyer Moss x Reebok Collab
On the other side of the space:
Kerby Jean-Raymond and Pyer Moss — one of fashion's most provocative voices — introducing his Reebok collaboration to the Middle East for the first time.
A multi-panel LED display made the new Reebok by Pyer Moss collection appear to levitate against our signature white brick and concrete wall aesthetic. Dual-purpose platforms served as both shoe displays and stages for Kerby's talks on the intersection of culture and clothing.
A disruptive photoshoot with Kerby on horseback in front of the build was contemplated but executed outside the event. Live Q&As with fashion media and influencers. A Pyer Moss talk on the Sole DXB main stage. Product walkthroughs with personal styling. This wasn't a brand booth — it was a cultural platform.
THE ARCHIVE — CONTACT HIGH
Alongside the Biggie and Pyer Moss experiences, we activated around "Contact High: A Visual History of Hip-Hop" — the landmark photography book documenting 40 years of hip-hop culture through contact sheets from photographers who were actually there.
The editor was on-site for book signings. VIPs received signed copies. The activation positioned Reebok not just as a sneaker brand — but as one of the authentic keepers of hip-hop history.
The exhibit also included a live performance area for DJ acts and engaging handout space, seamlessly integrated into the two-level design. This area was enhanced with live music allowing visitors to immerse themselves in the cultural ambiance. A unique touch came from the wheatpasted advertisements featured in the space, sourced from the iconic book Contact High, showcasing renowned photographers’ works of legendary musicians over time. This element further emphasized the fusion of art, music, and fashion, echoing the spirit of both Biggie and Pyer Moss.
PROJECT CREDITS
Creative Direction: Melanie Rothwell for Tiny Penthouse Studio Design Collaboration: Kylie Ayala Production: Jack Morton Boston & New York
RESULTS
$200K+ PR value generated
100K+ total reach
10,000+ social engagements
2,000+ social media mentions
Full capacity attendance across all three days
50% full-price sell-through on Reebok x Pyer Moss collection
The Biggie crown installation was the most photographed activation at Sole DXB — driving the largest share of festival social media coverage. Reebok Classic's new Vector logo launched to 22,000+ attendees from across the Middle East, Europe, India, and Africa.