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.
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