In February Reebok launched a new global brand platform called ‘Life Is Not A Spectator Sport’ which features sporting and cultural talents and which seeks to inspire consumers to pursue their passions, celebrate their individuality and become an active participant in the world around them.
Released to coincide with the launch of the brand’s new Spring/Summer 2022 campaign, Reebok hopes to empower people to participate in whatever moves them: whether it be fashion, sport, music, art, or activism.
The sport and lifestyle brand’s campaign, which was conceived and directed by Reebok Senior Director of Marketing Creative and Design Jide Osifeso, is a fully integrated global campaign across digital, social and traditional media platforms.
It was teased with a brand manifesto style post across its social channels.
The main campaign kicked off with a visually striking hero film featuring a range of inspirational, creative and determined talent – each of whom had a unique and moving story to share.
The lead spot, which dropped on 7 February, was set against the background of an original piece of music by Arca and narrated by singer Brent Faiyaz and featured basketball legend Allen Iverson, artist Arca, singer, songwriter Lolo Zouaï, rapper Ghetts and musician TEMS – all of whom embody the ‘Life is Not a Spectator Sport’ message in their daily lives.
Each ambassador has been chosen as they personally strive to be the antithesis of ‘stagnant’ and instead choose to embrace and commit to a life of passion, movement and growth—creatively, musically or athletically.
As long-time Reebok partner and basketball legend Allen Iverson states in the spot: “Life is not a spectator sport.You are involved in it; you are a part of it. As much as the world sees me, what they don’t know about me is the honesty, the truth and not being afraid.”
Supporting the hero film is a series of individual video vignettes of each artist and athlete, wearing Reebok’s Classic Leather footwear, dissecting the meaning of “Life is Not a Spectator Sport,” and defining what “Classic” means to them.
The spots are all set to unique backdrops to dovetail with each endorser’s individuality and catch them at their quirkiest, most expressive and most powerful. The final films seek to capture the key lessons and knowledge they’ve obtained by choosing to participate in life and paving a path to authenticity.
The campaign content also seeks to encourage viewers to learn more on Reebok’s Life is Not a Spectator Sport visit Reebok.com/Life_Is
At the centre of the creative, alongside the brand itself, is Reebok’s iconic Classic Leather which has been re-released for the Spring/Summer ‘22 season with new colorways, refinement and styles. The collection builds upon the brand’s refreshed creative direction led by its in-house agency model which emerged in 2021.
“With this campaign we wanted to continue the conversation we began last year. A conversation around exploring one’s life and being an active participant in its wonders,” commented Osifeso. “The artists in ‘Life is Not a Spectator Sport’ are iconoclasts, each of them driving culture in new, provocative ways that hopefully encourage people to be iconoclastic in their own right.”
Comment
This is something of a return to the brand’s roots as ‘Because Life Is Not A Spectator Sport’ first debuted back in 1984 and it follows on from recent Reebok campaigns such as August 2021’s ‘Cratemaster’ and June 2021’s ‘Reconnect’.
@Reebok then and now. 1984's 'Because Life Is Not A Spectator Sport' & 2022's 'Life Is Not A Spectator Sport'. pic.twitter.com/0A3joLCz1G
— Jeremy Edwards (@activative) March 1, 2022
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