On 11 March, as the NBA returned to league play after the 2021 All-Star Weekend, Reebok teamed up with basketball icon and athlete endorser Allen Iverson for a new animated, colourful and emotional online film honouring young athletes who continue to defy societal expectations through their passion for sport.
The social spot, called ‘“Why Not Us’, celebrates Iverson’s own mantra: a personal creed which asserts the commitment, dedication and power that Iverson has brought to every aspect of his life.
Narrated by the former Philadelphia 76ers (amongst several teams) guard, nicknamed ‘The Answer’ or simply ‘AI’, the ad tells his story of grit and of conquering of inner doubt leading up to his MVP season in 2001.
It then transitions to the greater impact the ‘Why Not Us’ mentality has on today’s culture today and highlights Benny’s Club: an all-inclusive surf collective based in New York who have had to overcome adversity to succeed in their sport.
The spot closes with a series of silhouettes referencing various figures and pivotal moments throughout AI’s life, while the red thread of ‘Why Not Us’ remains throughout: offering viewers the chance to position themselves in his shoes, begging the question once more.
The narration sits alongside illustrations by Kellen Hatanaka.
The video promotes the official 19 March return of Reebok’s Question Mid ‘Why Not Us’ silhouette sneaker which Iverson wore during the 2001 All-Star Game.
Accompanying the short film and shoe release (at the Reebok webstore and retailers like Foot Locker on 19 March with an MSRP of $140 USD), Reebok also designed bespoke jerseys for Benny’s Club, the Drew Charter Boys’ Golf Program (the first all-Black high school team to win Georga’s state golf championship) and two teen ballerinas who recently went viral (Kennedy George and Ava Holloway).
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