Reebok Classic Leather Campaign

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. While heroing the Classic Leather, we zero in on dynamic overarching stories that inspire Movement Makers to explore and participate in whatever moves them—whether it’s lifestyle, sport, or activism.