Lowe's Reebok ads go retro

Reebok is cashing in on the retro fad with new advertising promoting trainers whose styling is based on footwear not seen since the 70s and 80s.

Lowe has produced a colour press campaign to support the initiative based on the premise that there's nothing worse than losing or ruining a favourite pair of trainers and then discovering that they're no longer being made.

The advertising aims to tap into the fascination for the 70s and the increasing amount of trading in old trainers, with rare pairs changing hands for up to £1,000.

Initiative is planning and buying media for the work, which is being targeted at 18- to 25-year-olds through style magazines such as The Face, Sleaze Nation and Wallpaper.

One ad focuses on Glastonbury '82 and the story of a reveller who ruined his Reeboks in the muddy fields. Another features the story of a pair of Supercourts that were destroyed when their owner fell off a skateboard in the 80s.

In both stories, the narrators talk of their frustration at being unable to replace their trainers until their re-release this year.

The copywriter Geoff Smith and the art director Simon Morris were responsible for the ads, each of which supports the stories with visuals such as a squashed beer can and a skateboard wheel.

Philip Castle, a leading air brush artist of the early 80s, was commissioned to create the illustrations and give them an authentic period feel.