Reebok launched “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. Building upon the brand’s refreshed creative direction led by the in-house agency, this campaign marks a major shift in tone and personality for the brand. Originally debuting “Because Life is Not a Spectator Sport “ in 1984, this updated evolution of the iconic campaign kicks off with a hero film featuring a range of inspirational, creative, and determined talent, each with a unique, moving story to share—all of whom never watch life from the sidelines. 

Additional stories dropping in March 2022.

Brand Anthem Compilation

Key Visuals
Artist Feature Videos
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. Each featured partner strives to be the antithesis of stagnant, choosing to embrace and commit to a life of passion, movement, and growth—creatively, musically, or athletically. Accompanying the hero film are individual vignettes of each artist and athlete in Reebok’s iconic Classic Leather footwear dissecting the meaning of “Life is Not a Spectator Sport,” and defining what “Classic” means to them. The videos are set against unique backdrops that match each talent’s individuality and catch them at their quirkiest, most expressive, and most powerful. The final films capture the key lessons and knowledge they’ve obtained by choosing to participate in life and paving a path to authenticity.

Arca – Venezuelan singer-songwriter, producer, and visual artist

Lolo Zouaï – American, French and Algerian singer-songwriter and producer

Ghetts – Rapper, songwriter, iconoclast from Plaistow, London

TEMS – Singer, songwriter, and producer from Lagos, Nigeria

Allen Iverson – Hall of Famer, icon, and Virginia native 

Brent Faiyaz - Singer/songwriter from Columbia, Maryland

Social Content
Additional stories dropping in March 2022.
More to come soon.
Parker Woods
Htat Htut
Jide Osifeso
Senior Creative Director
Jeremy Haunschild
Associate Creative Director
Carissa Romain
Associate Creative Director (Copy)

Valentina Vergara
Sara Park
Natalie Shields

Art Directors
Niall Power
Mikeisha Vaughn

Nick Simmons
Post Production Manager
Par Guiv
Ryan Hahn 
Executive Producer, HPLA

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