Reebok launches new campaign to inspire consumers to pursue their passions and celebrate

Reebok has launched a new global campaign, “Life is Not a Spectator Sport”, to inspire consumers to pursue their passions, celebrate their individuality and become active participants in the world around them. The campaign was led by Senior Director of Marketing, Creative and Design, Jide Osifeso.

Building on the brand's renewed creative direction, led by its in-house agency model that debuted in 2021, the new Spring/Summer 2022 campaign marks an exciting renaissance. Originally throwing "Life Is Not A Spectator Sportt/Because life is not a spectator sport” in 1984, Reebok returned to its roots to reintroduce itself as a brand platform.

The campaign kicks off with a visually stunning film featuring a range of inspiring, creative and determined talent, each with a unique and moving story to share. Each featured partner strives to be the antithesis of stagnation, choosing to embrace and engage in a life of passion, movement and growth – creative, musical or athletic:

Allen Iverson – Hall of Famer, icon and Virginia native
Ark – Venezuelan singer-songwriter, producer and visual artist
Brent Faiyaz- Singer-songwriter from Columbia, Maryland
Ghetts – Rapper, songwriter, iconoclast from Plaistow, London
Lolo Zouaï – American, French and Algerian singer-songwriter and producer

TEMS – Nigerian Singer, Songwriter, Nigeria

Set to original music by Arca and narration by Brent Faiyaz, this powerful film shines a light on every individual in their element.

Click on the video to watch.