Reebok Will Channel the Energy in Every Step with the Launch of the Transformative Zig Kinetica

The New Sneaker’s Energy Return Technology is Showcased in an Unexpected Ad Starring Conor McGregor by Deutsch New York

BOSTON, Mass. – January 13, 2020 – Today, Reebok announces the upcoming launch of Zig Kinetica, a transformative new silhouette that channels and returns energy with every stride you take. Zig Kinetica drops globally on February 21st, 2020.

Zig Kinetica will debut with an ad starring legendary mixed martial artist Conor McGregor, in which a mundane clean-up of his son’s bedroom takes a most unexpected turn. The transformative power of the shoe morphs Conor into an action figure that must harness Zig Kinetica’s energy to fight off rogue toys. Deutsch worked in partnership with world-renown puppet master Andy Gent [Isle of Dogs and Fantastic Mr. Fox fame] to create the action figure of McGregor. The launch marks the next phase in Reebok’s “Sport the Unexpected” campaign, celebrating bold risk takers who reshape culture by being anything but expected.

“I absolutely love these, the grip, the stability. I feel the connection from the sole to the material,” said McGregor. “I’ve been around with Reebok a long time now, and each launch, the energy level is climbing. Now we are exploding.”

“Conor McGregor and The Zig Kinetica is a creatively combustible pairing. On one hand you have a global celebrity well-known for never knowing what he’ll do, and on the other you have the Zig which could be one of the most unique, culture-bending products in Reebok’s arsenal,” said Dan Kelleher, Chief Creative Officer, Deutsch NY. “Our job was to find a story that utilized both in the most unexpected way possible.”

Reebok’s ZigTech technology, originally introduced on 2010’s ZigPulse silhouette, set a new standard for innovation, function and disruptive design. Transcending its performance-based origin, Zig Kinetica fuses innovative sport tech with sleek style to create a highly functional shoe that seamlessly transitions from gym to street.

“We saw an amazing response testing the Zig silhouette throughout 2019, collaborating with some of the biggest names in fashion,” said Matt Blonder, VP, Marketing & Digital Brand Commerce at Reebok. “Now, we’re excited to bring our biggest launch of 2020 forward, with the help of Conor, during his exciting return to the UFC. The launch of the Zig Kinetica is a watershed moment for Reebok as we look toward the future of this brand and cement ourselves as an industry leader, sitting directly at the intersection of sport and style.”

Zig Kinetica drops on for $120 on February 21, 2020. For more information, please visit or @Reebok on social.


Reebok “Zigurine”

Deutsch New York

Chief Creative Officer: Dan Kelleher
Executive Creative Director: Pete Johnson
Creative Director: Marques Gartrell
Director of Integrated Production: Joe Calabrese
Director of Art Production: Sarah Manna
Producer: Shelby Remer
Head of Design: Roger Bova
Design Director: Joanna Durkalec
Designer: Laura Chang
Senior Print Producer: Jeanette Luis
Art Producer: Dana Kandic
Chief Strategy Officer: Matt Baker
Group Strategy Director: Garett Awad
Group Account Director: Andrew Arnot
Account Director: Silvia Lacayo
Account Executive: Maria Rivadeneira
Project Manager: Allison Wang
Associate Business Affairs Manager: Nikki Belekjian

Ass’t Account Executive: Sean Onwualu

Production Co:

Riff Raff Films
Director: Sacred Egg
Exec Producer: Matthew Fone

Line Producer: Cathy Hood

Stop Motion Model Build & Animation:


Builder/Designer: Andy Gent


Editor: Mike Mallen
Animation: Rob Bischoff, John Hatheway
Producer: Zack Herpy
Audio Post: Honeymix NYC

Mixer: Sloan Alexander, Human

Music & Sound Design:


Producer: James Wells

Compositing & VFX:



Brand New School


The Mill
Colorist: Mikey Rossiter

Producer: Evan Bauer

Please contact Vonda LePage ([email protected]) to request additional information or materials from this campaign.

Reebok Will Channel the Energy in Every Step with the Launch of the Transformative Zig Kinetica