Reebok launches ‘Sport is Everything’ ad campaign

REEBOK has launched ‘Sport is Everything’, a 60-second campaign that unites athletes from different passions and backgrounds to celebrate Reebok’s commitment to its community by delivering a powerful message:

Sports are not limited by definitions; it is what we want to make of it.

“Sports is Everything” is now available on streaming platforms and major television networks including Hulu, ESPN, NBC, Paramount and more, and will serve as the drumbeat for Reebok’s return to sports in coming seasons.

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“Few other brands have lived at the intersection of sports and culture as Reebok has throughout history,” said Todd Krinsky, CEO of Reebok. “This anthem is an expression of our unique view of sport, of what it is. and what it can be.”

The 60-second campaign meets 10 Reebok athletes and artists on their home turf, including Puerto Rican musician Anuel AA, basketball icon Angel Reese, world champion boxer Shakur Stevenson, American soccer superstar Justin Fields, Panamanian soccer goalkeeper Luis Mejia, ultrarunner Lydia Oldham, cross-training champion Christian Harris , Indian cricket captain Suryakumar Ashok Yadav (aka “SKY”), and break dancer Paulina Starus alongside world champion breakdance team Breakin Kids.

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‘Sport is Everything’ takes viewers on a motivating, intercontinental journey exploring the many ways sport can come to life.

The soundtrack and storyline are narrated by rapper and Reebok partner Tobe Nwigwe. The interwoven messages emphasize Reebok’s specific point of view – echoing the sentiment that every person and every passion is unique and welcome.

“What is sports?” Tobe Nwigwe poses as he plays the film. “It’s more than training at dawn and exercising in the dark. More than quick footwork and pushing through pain. It goes beyond the gym, through the city streets and onto the stage. Sport is the break between sweat and sessions in the studio. It’s the silence before the applause. Sports means knowing you have game, both on and off the field.”

PHOTO: Roebuck

In 2021, Reebok boldly announced its plan to reclaim its rightful place in the sport, soon after appointing Shaquille O’Neal and Allen Iverson to executive leadership roles for the basketball division. Since then, Reebok has signed several top athletes and creative partners, while launching new initiatives and competition partnerships globally that further entrench the brand in sports culture worldwide.

“I love the ‘Sport is Everything’ message because it’s something that speaks to all of us,” says WNBA All-Star and fashion icon Reese, who started her collaboration with Reebok in 2023. “Whether you are a world-class athlete, gamer, chef or musician: sport is about everything that fascinates you; it is a community we can all share.”

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