Every generation has their own definition of fashion. At Reebok, the design team was looking for fresh inspiration and deep collaboration with the younger, and increasingly creative fashionista cohort. Shinescout created a broad and eclectic steering committee of young women around the globe, who participated in year long projects. These women designed and imagined directions beyond the brand’s previous scope. The work energized the brand, and developed a loyal and vocal group of brand ambassadors.