Reebok ‘Life is Not a Spectator Sport’ Series Blurs Magical Realism & Athletic Prowess

The US based sports, fitness, footwear and clothing company Reebok continued its return to the brand’s marketing origins built around empowering individuals to work hard by reviving its 1984 ‘Because Life is Not a Spectator Sport’ with a series of contemporary, cinematic films

 

Creatively led by its in-house agency model (established in 2021) and developed with Kid.Studio, the Reebok videos blend magical realism with athletic prowess as they aim to empower people to work hard, change direction and come together to reach new heights. 

 

The latest wave of films in the series rolled out across digital and social platforms in May and June and all carry a version of the central copy line: “There’s a version of you that watches. And there’s a version of you that does it. Be the latter. Life is not a spectator sport.”

 

 

 

 

 

Production was handled by Kid Studio where the team included Executive Producer Ryan Hahn, Producer Janelle Lee, Director Glenn Michael, Photographer Alex Nazari,

 

Camera Operator Julien Sage, Digital Imaging Technician Daniel Primero, 1st AD Jesse Hays, 2nd ADs Moses Udo and Aaron Perez, Director Of Photography Jay Suen, 1st AC Alex Castro, 2nd AC Michelle Suh Jib, Operations Director Andy Jagerson, Steadicam Operator Emaad Elhardouzi, Gaffer Tate McCurdy, Grips Tiger Whitesides,  Sam Satossky, Jake Condon and Yaxkin Garcia Hernandez, Production Designer Jon Anthony, Set Designers Yuli Barbosa, Alexander Escobedo and Nicole Mezaros, Stylists Britt Layton, Logan Bonner and Lisa Lipps, Makeup Artist Becca Janian, Studio Manager Cyndi Raymond and Coordinator Michael Gonzalez.

 

Reebok originally relaunched its bold ‘Life is Not a Spectator Sport’ campaign under the direction of Senior Director of Marketing Creative & Design Jide Osifeso in 2022 as a platform for its post Adidas rebirth under Authentic Brands Group with the aim of inspiring consumers to pursue their passions, celebrate their individuality and become active participants in the world around them and promoting its iconic Classic Leather shoe and its Spring/Summer 2022 season.

 

 

Comment

 

The creative approach here is in Kid Studio’s signature, off-kilter yet fun style.

 

Reebok International Limited is an American fitness footwear and clothing brand that is a part of Authentic Brands Group.

 

Reebok was originally established in England in 1958 (as a companion company to an even older sports goods company JW Foster and Sons which dates back to 1895). In 2005 it was bought by sportswear giant Adidas and then in 2021 it was sold to Authentic Brands Group.