Reebok has launched a new campaign titled “Life is Not a Spectator Sport” to build upon the brand’s revamped creative direction unveiled in 2021. The campaign is directed by Senior Director of Marketing Creative & Design, Jide Osifeso, and aims to inspire “consumers to pursue their passions, celebrate their individuality and become active participants in the world around them,” according to a press release.
The tagline “Because life is not a spectator sport” was first used as a Reebok tagline in 1984 and is being reinstated for this new campaign.
The campaign stars Allen Iverson in a film narrated by R&B singer Brent Faiyaz. Artist Arca, who created an original piece for the film, singer-songwriter Lolo Zouaï, grime and rap star Ghetts, and Afrobeats sensation Tems also star in the visual.
Image: Allen Iverson. Photo by Keith Allison, CC BY-SA 2.0, via Wikimedia Commons
Image: Ghetts for “Life is Not a Spectator Sport”
Image: Tems for Reebok “Life is Not a Spectator Sport” Campaign Reebok