Reebok launches new global campaign ‘Life is Not a Spectator Sport’

With a line-up of athletes and artists that includes Allen Iverson, Arca, Brent Faiyaz, TEMS, Lolo Zouaï and Ghetts, among others. In doing so, Reebok returns to its roots to write its next chapter, inspiring consumers to pursue their passions and actively participate in the world around them.

Reebok launches ‘Life Is Not A Spectator Sport’ a bold new campaign led by Senior Director of Creative Marketing and Design, Jide Osifeso. Through it, it inspires consumers to pursue their passions, celebrate their individuality and become active participants in the world around them. Much of the spotlight goes to Reebok‘s iconic Classic Leather; a timeless and versatile design that will continue to expand its legacy this Spring-Summer 2022 season.

Building on Reebok‘s refreshed creative direction, spearheaded by its newly implemented in-house agency model, the new Spring-Summer 2022 campaign represents an exciting rebirth for the sports and lifestyle brand. Nearly 40 years after the release of ‘Because Life Is Not A Spectator Sport’ in 1984, Reebok returns to its roots and recaptures this timely premise to reintroduce it as a current brand platform. This time, individuals are encouraged to participate in what moves them, be it fashion, sport, music, art or activism.

The campaign kicks off with a visually stunning short film starring a host of inspiring, creative and fearless talents; each with a unique and moving story to share, but all with one thing in common; the knowledge that life is not lived from the sidelines. Each strives to be the antithesis of stagnation, embracing and committing to a life of passion, movement and growth whether it be creative, musical or sporting.

• Allen Iverson – Hall of Fame inductee, icon and native of Virginia, USA.
• Arca – Venezuelan singer-songwriter, producer and visual artist.
• Brent Faiyaz – Singer-songwriter from Columbia, Maryland.
• Ghetts – Iconoclastic rapper and songwriter from Plaistow, London.
• Lolo Zouaï – American, French and Algerian singer-songwriter and producer.
• TEMS – Singer, songwriter and producer from Lagos, Nigeria.

Accompanied by an original piece of music by Arca and narrated by Brent Faiyaz, this powerful short film highlights each individual in their element; “Life doesn’t happen all at once. It is a collection of choras, beginnings, then and before. It is a continuous invitation to life. It is life itself, asking you to live it. Because life happens. It is passing. And in the end it will have passed. What matters is that you go through it too.”

In his solo video, former basketball player Allen Iverson, a cultural icon and long-time Reebok partner, breaks down the meaning of the campaign in his own words: “Life is not a spectator sport. You’re totally involved in it; you’re part of it. As much as the world sees me, there are things they don’t know about me: honesty, truth, not being afraid.”

Regarding the creative concept of the campaign, Jide Osifeso commented: “With this campaign we wanted to continue the conversation we started last year. A conversation about exploring our own lives and actively participating in all that is amazing about it. The artists who have participated in ‘Life Is Not A Spectator Sport’ are iconoclasts. Each of them push culture forward in different and provocative ways that, we hope, will encourage the world to be iconoclastic too, because after all, it’s everyone’s right.”

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In addition to this talent pool, the Reebok Classic Leather is also the focus of the campaign as an iconic part of the brand’s heritage in sport and culture. An undisputed classic that has stood the test of time, the Classic Leather will extend its legacy this Spring-Summer 2022 season with new colourways and styles.