Monday, July 29, 2019

Reebok x Cardi B Collaboration

Cardi B went to the nail salon for her new short film with Reebok. Set in a "regular shmegular" beauty parlor, the sneaker brand alludes to Cardi's own come-up story in her latest campaign for the "Sport the Unexpected" platform. In the surreal video, directed by Andreas Nilsson, the rapper is chatting with her neighbor about boy troubles when the whole salon gasps at the sight of Cardi's untied shoelace on her Reebok Classic Club C sneaker. The rapper doesn't pay the misstep any mind, as she channels up some wizardry and watches as her acrylic nails grow till they've reached her sneaker. As her signature claws begin to retract, Cardi turns to her neighbor and procedes with her conversation.
The transition from an average nail salon visit to a sight of magical realism is in reference to Cardi's ascendance from Bronx rapper to the international sensation, all the while integrating her trademark nail art into the creative. "It’s a creative concept that salutes Cardi’s own life experience, which saw her challenge expectations to become a self-made maven," Reebok's press release reads. "An artist, mother, and Grammy Award winner, Cardi B is walking, talking, red-carpet-slaying proof that those who defy convention and challenge the status quo are the ones who truly define what it means to be classic." Reebok's "Sport the Unexpected" campaign highlights the bold, unapologetic risk-takers who are shaping culture and taking the unexpected routes in doing so. Needless to say, Cardi fits seamlessly into that mold. "Working with Cardi on 'Nails,' we aimed to create a moment that is authentic to Cardi while breaking convention and doing something more engaging than a typical celebrity cameo," Inga Stena, Senior Director of Global Marketing at Reebok said.