Reebok Enlists Conor McGregor, Big and Small, for Sneaker Launch

Stop-motion mayhem touts the Zig Kinetica

Hey, who wants to see mixed-martial-arts hothead Conor McGregor morph into a stop-motion action figure and duke it out with some freaky toys in his son's room? 

The answer, of course, is: Who doesn't?! Reebok stages such main-event mayhem in the 45-second spot below from Deutsch, touting the launch of its Zig Kinetica sneaker next month. 

Reebok x Conor McGregor I Zigurine

Wow, McGregor punches, pummels and chokes for all he's worth … yet, somehow, this actually softens his image. Indeed, the ad benefits from his well-trod brawler routine, with the naughty-boy/messy-room scenario perhaps more on point than intended. 

"We're excited to bring our biggest launch of 2020 forward, with the help of Conor, during his exciting return to the UFC," says Reebok vice president of marketing Matt Blonder, referring to McGregor much-hyped comeback fight this Saturday against Donald "Cowboy" Cerrone. "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." 

Months of puppetry design and more than two weeks of shooting were required to bring the story to life, adds Deutsch New York executive creative director Pete Johnson.

"With someone whose style changes as frequently as Conor McGregor's, it was a challenge to make sure the Conor puppet reflected and retained his ever-changing look as we shot, edited and ultimately shipped," Johnson says. "We're glad he stuck with the same haircut and didn't get any new tattoos."

Reebok produced a McGregor action figure as part of the campaign. We all want one, but alas, the company says only 100 such "Zigurines," crafted by puppeteer Andy Gent, were made. They'll be "gifted to friends of the brand."

If you get one, we'll fight you for it!

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David Gianatasio
David Gianatasio is senior editor at Clio Awards.

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