When you think of Reebok, you likely think of sneakers, a jacket, or maybe a T-shirt. This news probably won’t change that. But you may add something to that list. That “something” might be games.
Lewis Hamilton and Reebok today unveiled a ground-breaking alternate reality game (ARG). A world first, Lewis Hamilton: Secret Life is the only time a global sport star has featured as the central character in a game of this kind. The adventure has been developed by Reebok and will allow millions of fans around the world to experience another side to Lewis in this alternate reality. Within the game they will help him train and prepare to recover priceless artworks, sculptures and manuscripts from thieves.
“At Reebok, we’re committed to bringing the joy and fun back to sport. From the very beginning, Lewis has been on board with this goal and Secret Life is a great example of this,” said Uli Becker, Global President of Reebok. “Secret Life is our way of inviting fans to see a different side to Lewis and get involved in his training in a fun and unique way. I hope fans have as much fun participating in the game, as we did in creating it.”
The game centres on five core missions and will run until October. Anyone can take part by going to www.secretlewis.com and looking for clues. Players will work together to solve puzzles and complete tests online, on their mobiles and in the real world at live events across the globe. Reebok joined forces with the former creative director of the Lara Croft games to create this new alternate world for Lewis and his fans.
Describing his role in the development of the game, Lewis Hamilton said; “Creating Lewis Hamilton: Secret Life with Reebok has been pretty cool. I’m into gaming and particularly playing online with friends who aren’t in the same place, but this is on another level entirely – it’s a real adventure. I’ve worked closely with the team throughout the project and the detail of the game is just unbelievable.”
Popularity: unranked [?]
