There are two types of people in the world: early risers and night owls. The early risers hit the gym at 6 a.m., clear their inbox by 9, and write the latest chapter of their forthcoming book by midday; as the day goes on, the early riser's creativity gradually fades. The night owls, on the other hand, often don’t see daylight before 12 p.m. and, even then, it’ll take stacks of caffeine before their creative juices begin flowing. But it’s far from laziness, instead, night owls are awake into the early hours of the morning slaving away at their latest project with no understanding of a bedtime.
As part of its latest initiative, Reebok is celebrating these nighttime heroes (no, not the cape-wearing type) with a series of inspirational videos exploring the lives of creatives and artists in leading cities such as New York and Atlanta. The second installment of ‘3:AM’ follows on from part one, covering the late night/early morning antics of rising graffiti artist Trevor Andrew and iconic Harlem rapper Cam’ron as they kick it in the Big Apple.
Their practice is one that many of us can relate to. As we scroll, tap, and blindly stare, we hand our consciousness over to distraction and procrastination. But during this magical hour, young creators are free from the constant stream of attention-stealing apps, content, and notifications faced vehemently throughout the day. While the rest of the world sleeps, the creative is free to search and consume inspiration before finding their creative flow state and diving into their work.
The series carries a touching and reassuring unspoken message: you’re not alone. Anyone out there striving for perfection or going insane at a creative roadblock can rest assured that others are very much awake too, and the struggle has its eventual payoffs. As a prime example, “Trouble” Andrew collaborated with Reebok on an exclusive sneaker influenced by his signature graffiti style and formulated during his nightly creative sessions.
The sneaker will drop exclusively at Foot Locker, and they're preparing to launch the first chapter of the series at its NYC33 space on December 12. Head over to reebok.com for more info and stayed tuned for the next episode in ATL.
More info coming: December 12, 2017.