Reebok launched the 60-second campaign Sport is Everything, which unites athletes from all over the world with different passions and backgrounds.
Sport is Everything celebrates Reebok's commitment to the community and sends a powerful message: Sport is not confined by definitions - it is what we choose to make of it.
“There are few other brands that have lived at the intersection of sports and culture like Reebok has throughout its history,” commented Reebok CEO, Todd Krinsky. “This anthem is an expression of our unique point of view on sport, of what it is, and what it can be.”
The 60-second campaign features ten Reebok athletes and artists on their “home court,” including the Puerto Rican Musician Anuel AA,
the basketball icon Angel Reese,
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world boxing champion Shakur Stevenson, American football superstar Justin Fields, Panamanian soccer goalkeeper Luis Mejia,
the ultra runner Lydia Oldham,
cross-training champion Christian Harris, Indian cricket captain Suryakumar Ashok Yadav (also known as “SKY”) and
the break dancer Paulina Starus together with Breakdance world champion team Breakin Kids.
Sport is Everything takes viewers on a motivating intercontinental journey, where they discover the many ways in which sport can be brought to life. The soundtrack and commentaries are by rapper and Reebok partner Tobe Nwigwe, and the messages woven into them underline Reebok's unique point of view — they reflect the conviction that every person and every passion is unique and welcome.
“What is sport?” , asks Tobe Nwigwe at the beginning of the film. “It’s more than training at dawn and drills after dark. More than fast footwork and pushing through pain. It goes beyond the gym, through city streets and onto the stage. Sport is the breaks between the sweat and sessions in the studio. It’s the silence before the applause. Sport is knowing you got game, on and off the field.”
In 2021, Reebok announced his plan to reclaim his rightful place in the sport and shortly after named Shaquille O'Neal and Allen Iverson as executives in the basketball department.
Since then, Reebok has signed several top athletes and creative partners and launched new initiatives and league partnerships around the world, further anchoring the brand in global sports culture.
“I love the ‘Sport is Everything’ message because it’s something that resonates with all of us,” said WNBA all-star and fashion icon Angel Reese, who launched her partnership with Reebok in 2023. “Whether you’re a world-class athlete, gamer, chef, or musician, sport is about anything that excites you—it’s a community we can all share.”
“This is a special moment for Reebok,” concluded Krinsky, who took up a job at the brand's post office more than 30 years ago.
“Witnessing Reebok’s evolution firsthand over the past three decades - throughthe many ups and downs – it's great to get back to a place where wecan deliver a powerful message that inspires people around the world.We can’t wait to share what’s next.”
Photos via Reebok
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