WHAT IF CARDI B WERE FRENCH CANADIAN?
Since 2016, Sculpture has been offering French adaptation and Quebec localization services for Reebok’s communications. From e-commerce to in-store experiences, we get to collaborate with A-listers, while also establishing partnerships with iconic Montreal-based retailers and designers who play a vital role in shaping local urban culture. Our core objective remains unwavering: adapting English content to align with French Canadian expressions and cultural codes. We’re looking for that sweet spot between informative content and a friendly, casual tone that resonates with teenagers and young adults.
03. Cultural Consulting
What if rapper Cardi B were Québécoise? That's the transcreation adventure we embarked on, translating her lively Bronx lingo into the world of French Canadian slang. This laid-back yet genuinely funny language found home with Gen Z and Millennials — the precise audience targeted by the artist’s Reebok Club C collections. The four-year partnership has sent Cardi B's flashy sportswear soaring in popularity, both in Canada and internationally.
To elevate the image of supermodels associated with Reebok, it’s essential to carefully preserve their personalities and styles, selecting their words thoughtfully in French to avoid cultural misunderstandings. This requires constant communication with teams involved and linguistic consistency with previous campaigns. This process safeguards the reputation of these icons followed by millions of fans, while strengthening Reebok's presence in French-speaking markets.
French Canada (Quebec) boasts its own star system, and the critical role of local personalities in campaigns cannot be overstated. This approach significantly impacts sales by establishing a strong connection between the brand and the target market. For Reebok, this resulted in exclusive content, in-store activation across the province, and large-scale events in Montreal.
The French-speaking market is extensive and diverse, encompassing 54 countries and over 321 million speakers. These markets include French Europe, North Africa, Sub-Saharan French-speaking Africa, and Francophone Caribbean, each with its own cultural specificities and influential personalities. As an international brand, Reebok recognizes the importance of representing the sociocultural nuances that enrich the Francophone world.
Sculpture also played a role in facilitating partnerships between Reebok and select Montreal-based retailers and designers for the creation of exclusive products in the realms of skateboarding, basketball, and urban culture. This contributed to a more comprehensive grasp of the preferences and requirements of the Montreal audience, while capturing the attention of local media, enhancing Reebok’s visibility in an ultra-competitive industry.
French Canadian Studio: Sculpture
International Agency: Oliver
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