Patchwork x Reebok
Club C Campaign
Today, much, if not everything is accessible at the click of a button. Social media has become a medium that allows everyone to share their opinions, interests and lifestyle. When we are exposed to such perfect, curated lives we sometimes have sentiments of “not doing enough”. This probably is far from the truth, but we often get lost in what is real and what is not. The lack of accuracy and relatability in the media create conflicting perceptions. Lingering thoughts of “I don’t see me or my ancestors” create a sense of falsehood of our lived experiences. The lack of representation of BIPOC womxn in the media both on screen and behind the scenes, are a few examples of unauthentic portrayals. This is not ok, and we know that.
When we were presented with the opportunity to collaborate with Reebok to showcase the stories of six different womxn, we were excited. Although the campaign would feature the classic Club C sneaker, the Reebok team reminded us that “we were not here to sell a shoe but to showcase the womxn’s stories.” Little do they know how powerful that statement was.
As we embarked on the creative process of determining what to do for this campaign we thought about a few things:
What are our values and goals as individuals and as a collective?
Playing on Reebok’s slogan “Sport the Unexpected” what would be considered “unexpected” for us? What have we not seen, and how can we show it? Who is not being represented?
We understand that a photo can last a lifetime, but a story can last an eternity as they are shared across generations. How do we ensure that the storytelling piece is portrayed in the most authentic way possible?
Our intention at Patchwork was to highlight a diverse group of womxn, who embody a sense of individuality through their outputs in the community. Each of these womxn simply does what they love and as a result, displays their authentic selves. They’re redefining their life’s narrative in new unexpected ways. Fortunately, in our community, we are surrounded by an abundance of exceptional womxn who do all of the above.
We would like to take this opportunity to say THANK YOU to the six incredible individuals who shared their story, time, presence and energy with us for this project.
Shannon, founder and owner of Kwento (@make_kwento) who is honest with herself and allows her creations to stay true to the process.
Ximena, an electrician apprentice, who reminds us that once you figure out what works for you, you need to do it fearlessly.
Shadae, a young dancer who always expresses her passion for movement and the “free” feeling it provides her.
Rabia, an environmental design student with a passion to redesign communities that facilitate growth and deters displacement.
Sara, a registered psychotherapist who specializes in supporting womxn and mxn dealing with the impacts of abuse-specific trauma.
Luanne, founder and pastry chef of Ruru Baked (@rurubaked) who uses her delicious ice cream as a means to give back to her community.
Throughout this campaign we learned a lot. We laughed, cried, smiled, danced and embraced each other's presence (socially distancing of course). Thank you to the womxn for sharing their stories, being open to being vulnerable and having fun. Most importantly, thank you for all that you do, without ever asking for anything in return you are game changers in your own right. In you, we see ourselves.
Thank you to our team who captured the essence of this campaign. Patchwork is a women-led collective, and to be able to hold that as the standard for this campaign was such a great feeling. Shoutout to Steen, Dez and Feven for their hard work and passion throughout the process. Also, we are very appreciative of the amazing men who supported and helped make the vision come to life. Thank you Due and Charlie for your time, energy and care. You emphasize the importance of positive men in our community too. Finally, thank you to The Kickback for your support and belief in us. You challenge us to do our best always.
Lastly, thank you Reebok Canada for this opportunity to showcase the stories and uniqueness of these six incredible womxn.