Fashion drop with Reebok that sold out in 24 hours
MONOCHROME, a contemporary fashion brand known for architectural silhouettes and a monochrome identity, released its first limited-edition drop with Reebok. Encore orchestrated the launch narrative, PR and influencer activation; the first drop sold out in 24 hours.
Results
The brief
MONOCHROME needed the collaboration to cut through the noise against global labels, raise its fashion credibility, expand its audience beyond domestic markets and strengthen its reputation through association with a legacy brand. For Reebok, the partnership was a way to reconnect with young, culturally aware audiences through an independent, design-driven collaboration.
What we did
- Positioned the drop as a merger of two design languages – high-contrast minimalism meeting athletic legacy – and a cultural collaboration shaped by identity rather than logos.
- Carried that narrative through campaign visuals, teasers, press releases, influencer kits and the drop announcement content.
- Built a structured pre-launch path: cryptic teasers hinting at the Reebok partnership, close-up material details, behind-the-scenes footage of prototype fittings, countdown formats and curated releases of campaign photography.
- Ran influencer seeding and early-access previews with stylists, niche fashion creators and personalities selected for authenticity, fashion-forward audiences and editorial-level content quality.
- Focused PR storytelling on the artistic process, the conceptual inspiration behind the drop and the symbolic value of blending the two brands' identities.
- Coordinated launch mechanics around scarcity: countdown reminders, first-access announcements and community-first notifications.
Scope
- Launch narrative and positioning
- PR amplification
- Influencer outreach
- Strategic storytelling
- Pre-launch campaign content
- Launch coordination
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