Partnership:

THE PREDATOR and Reebok

Description:
To celebrate the theatrical release of THE PREDATOR, Reebok partnered with 20th Century Fox Consumer Products and Extra Butter on a special DMX Run 10 to mark the occasion. The '90s running sneaker was outfitted in a camouflage-style look inspired by the stealthy appearance of the film's main antagonist. A solid white upper faded into a green graphic reminiscent of the movie's jungle setting. Neon yellow Reebok logos on the tongue and a neon mesh gusset both took cues from PREDATOR'S appearance. Further details included "over here" and "turn around" stamped on the inner tongue in red in Predator's language, handwritten military coordinates written in red on the lateral heel, and an iridescent sole that glows in the dark to represent the extraterrestrial hunter's operating system short circuiting at the end of the original 1987 film starring Arnold Schwarzenegger.

Aside from the sneaker itself, the theme was driven home with one of THE PREDATOR's "spine trophy" hang tags and packaging that sports map drawings to mimic the hunter's vision. The 20th Century Fox x Reebok DMX Run 10 "PREDATOR" was made available on Sept. 14, 2018 for $200 at shop.extrabutterny.com, reebok.com, and other select retailers.

Partnership Opportunity:
THE PREDATOR/Theatrical
Partner/Category:
Reebok /Sporting Goods
Timing:
September 3rd Quarter 2018
Target:
Male
Female
Adults
Promotional Elements:
Licensed Product
Branded Content
Collectible
In-Store / Retail
On Pack
Media Elements:
Online
Signage
Social Media

Website and Social Media

Created On:
2020-11-30
Last Modified on:
2018-09-20
Companies Involved
Tuck

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