Reebok partnered with Latitude to amplify Alter the Icons in SS19. Inspired by Reebok's six new artists who all broke and redefined their own rules, the overarching idea, 'Alter the Expected', built brand heat and leveraged the hacked-heritage sneaker design. The campaign's visual language embraced creative tension with "hacked" layouts, unexpected moments from the artists' lives, and 90s-inspired color pops. We developed an extensive toolkit to create a cohesive yet flexible system for every creative channel and to help guide our partners. Additionally, we concepted and produced an activation for the campaign: ATI Philly. Attendees left with inspiration to start their journey towards becoming their own icon.