REEBOK
X SIZE?
For this collaboration between Reebok and Size?, I aimed to pay homage to Copenhagen by drawing inspiration from Nørrebro’s iconic Black Square. The Black Square is a powerful symbol of multiculturalism — a place where swings from Iraq, benches from Brazil, and a fountain from Morocco coexist.
For me, this represents what Copenhagen truly stands for: a dynamic blend of cultures and stories coming together
in one shared space. I drew inspiration from the square’s intricate lines and patterns, which became the foundation
for the shoe’s design.
I led the creative direction across all phases — from concept and design to production and post-editing. The visuals needed to reflect the same layered, raw texture found in both the square and the shoe. “Gritty, raw, and honest” became the guiding keywords for the campaign.