Reebok MENA debuts its bold new brand proposition, “Life is Not a Spectator Sport”. Tapping into its archives, the fitness brand has refreshed its legendary 80s tagline, “Because life is not a spectator sport” – which still rings true today. The campaign will highlight unique and intergenerational talent who foster authenticity, creativity and individuality.
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With a line-up of global and regional athletes and artists, the athletic lifestyle brand returns to its roots to write its next chapter, inspiring consumers to pursue their passions, celebrate their individuality and become active participants in the world around them.
Front and center is Reebok’s iconic Classic Leather, a product story that celebrates the timeless and versatile design that will expand its legacy this Spring/Summer ‘22 season.
Comfortable and easy to wear with any outfit, Reebok’s updated Classic Leather showcases refined takes on the shape, feel and craftsmanship of this iconic silhouette. The updated silhouette features key comfort elements, including premium leather upper, lightweight EVA midsole cushioning, slimmed down and lightweight construction and more.
Supporting the global “Life is Not a Spectator Sport” brand campaign, a range of global and local inspirational, creative talent redefine what it means to be Classic:
Global
- Allen Iverson– Hall of Famer, icon and Virginia native
- Brent Faiyaz– Singer/songwriter from Columbia, Maryland
- Ghetts– Rapper, songwriter, iconoclast from Plaistow, London
- Lolo Zouaï– American, French and Algerian singer-songwriter and producer
Regional
- Amna Al Qubaisi – Emirati Motorsports racing driver, first Formula E female driver in Saudi Arabia
- Shahad Salman – Saudi Arabian model with Vitiligo, challenging stereotypes in the fashion Industry
- Sandra Sahi – American, Iranian and Spanish singer-songwriter
- Aslu – First niqabi skateboarder in the MENA region
Available in April 2022, visit the Reebok stores and select retailers to shop the new Classic Leather Collection:
UAE
- The Dubai Mall
- The Galleria, Al Maryah Island
Kuwait
- 360 Mall
- The Avenues
Online (UAE & KSA)
- Namshi.com
- Sivvi.com
Egypt & Morocco
- Available across Reebok stores
Online (Egypt)
- Rasport.store
Credits:
Agency: Impact BBDO Dubai
Creative Director: Johannes De Beer
Senior English Copywriter: Christopher Shearer
Arabic Copywriter: Ali Darwich
Producer: Alexandre Bianchin
Business Unit Director: Bridget Weber
Account Manager: Nouran Saleh
Account Executive: Hamna Parambath
Graphic Designers: Anzan Nahas & Shabir Shahan
