LE XI CORN

To celebrate the 20th anniversary Allen Iverson's rookie season, and the debut of his signature shoe, Reebok was set to release 20 distinct Question Mid sneakers over the course of a single year, each representing a different era or memorable moment from Iverson's notorious career. Paying homage to AI's streetball style, we collaborated with a number of street artists to create original artwork that, when combined with narrative, articulated the story behind each colorway. The result was a flexible campaign that could translate across channels, accommodate for 20 different shoe releases, and still be singularly ownable to the iconic basketball player.