Reebok Debuts Bold New Campaign, “Life is Not a Spectator Sport”

“Life is Not a Spectator Sport,” a bold new campaign that seeks to inspire consumers to pursue their passions, celebrate their individuality and become an active participant in the world around them. With the new Spring/Summer 2022 campaign, Reebok hopes to empower individuals to participate in whatever moves them – whether it be fashion, sport, music, art, or activism. 

The campaign kicks off with a visually stunning hero film featuring a range of inspirational, creative and determined talent, each with a unique, moving story to share. Narrated by singer Brent Faiyaz, the hero film stars artist Arca, singer and songwriter Lolo Zouaï, basketball legend Allen Iverson, rapper Ghetts, and musician and singer TEMS, who all individually embody the message of “Life is Not a Spectator Sport” in their daily lives.

Paired with the hero film are individual talent films, which feature each artist and athlete as they dissect the meaning of “classic” and explore the lessons they’ve learned as people who never rest on the sidelines. The videos are set against unique backdrops that match each talent’s individuality and catch them at their quirkiest, most expressive and most powerful.