Sportswear brand Reebok partnered with Gay Times in the UK for ‘My Time, My Legacy, My Hometown’: a campaign which showcases young talent from the LGBTQ+ community and explores queer experiences outside of London.
Launched at the start of June 2021 and built around an online video series, the campaign shines the creative spotlight on three youngsters: Glasgow-based performance and visual artist Huss, Edinburgh-based film maker and skater Jude Thomas and Cambridge-based journalist Mishti Ali.
The aim of the campaign is to inspire the next cohort of legacy makers and the content is available throughout June on Reebok’s channels and on www.gaytimes.co.uk.
Collaborating with Huss, Jude and Mishti and seeking to empower creative youth beyond the capital city, Reebok commissioned three young creatives to tell queer stories and highlight opportunities for young people in cities and towns across the UK: offering them funded internships with Gay Times as well as a platform to tell their stories.
The trainer brand focused this strand of #WriteYourLegacy to an LGBTQ+ core audience in order to give them a chance tell the legacy of their hometown and ultimately forge one of their own.
The collaboration content sits at the heart of the UK strand of Reebok’s ongoing #WriteYourLegacy brand platform which celebrates its Classic Leather Legacy and Club C Legacy silhouettes.