Reebok’s Innovation Collective (RIC) aimed to redefine innovation, moving beyond elite product labs to include everyday personal breakthroughs. The goal was to create a flexible, evergreen narrative system that consistently highlighted bold ideas and their cultural impact.
The solution was the RIC Evergreen Story Engine, a modular storytelling framework designed to capture core themes: design, diversity, experimentation, and human innovation. This system enabled ongoing content production anchored in emotional resonance and authentic storytelling.
The framework launched as a thematic series structured into narrative chapters. These ranged from engineering-focused features such as The Science of Liquid and Behind the Pump to women-led stories like I Am Woman, which emphasized confidence, capability, and equity in sport.
Each chapter was crafted to function as a standalone piece while contributing to a cohesive brand narrative centered on innovation and inclusion. The modular design allowed for high-impact content production at scale without diluting the core message.
This approach equipped Reebok with a sustainable content engine capable of evolving alongside the brand and its audience. By balancing technical innovation with human stories, the RIC Evergreen Story Engine positioned Reebok as a leader in both product advancement and social progress within the athletic space.
The framework's flexibility ensured relevance across markets and platforms, supporting both long-term brand building and timely campaign needs. It created consistent, meaningful engagement with diverse audiences while reinforcing Reebok’s commitment to pushing boundaries in sport and culture.
