The series -- dubbed 3:AM -- is an exploration of late-night creativity, fueled by the idea that imaginative and inventive people are not bound by traditional work schedules. “For most creatives, 3:AM represents something entirely different from the average person,” Reebok explained via statement. “This quiet hour allows creatives of all trades unfettered focus to dive headfirst into their work as they search for inspiration, collaborate with likeminded crews, and ultimately bring the seeds of their ongoing projects to life.”
3:AM officially launched its first chapter on Tuesday (Dec. 12) in New York City, and is heading to Atlanta next. The series will visit a host of other cities throughout 2018 and partner with different creatives in each location from all over the country, investigating what inspires them and makes them tick.