Reebok Tapped Allen Iverson to Help Bring Back These Classics

Reebok releases “Life Is Not a Spectator Sport” campaign with short films starring Allen Iverson, Tems, Lolo Zouaï, Ghetts, and more. Watch all the action here.

Reebok Life Is Not a Spectator Sport Campaign 2022

Image via Reebok

Reebok Life Is Not a Spectator Sport Campaign 2022

Few brands do retro like Reebok. The sports and lifestyle company dominated the ‘80s with its Classic Leather silhouette. This week, it’s revisiting those roots by reintroducing an updated Classic Leather model via its new “Life Is Not a Spectator Sport” Spring/Summer 2022 campaign. 

While the revamped shoe doesn’t officially drop until March 31, Reebok released a series of short films directed by senior director of marketing creative and design, Jide Osifeso, starring the one and only Allen Iverson, rapper Ghetts, Nigerian singer TEMS, and many more. Each video highlights the creatives’ personal stories and what inspires them in life.

“I wanted to find people that really live and breathe our ethos,” Osifeso tells Complex about his powerhouse crew. “All of these people are true vanguards that we not only admire and identify with artistically, but also people who personify the spirit of constant progression we’re encouraging everyone to live by.” 

View this video on YouTube

The original campaign debuted in 1984, but creative director Kerby Jean-Raymond felt it deserved to be spotlighted once again. “It was something Kerby wanted to bring back and explore through the lens of a new creative vision,” Osifeso says. “When he first told me this was the pillar we were to build upon, I instantly loved it.  It was a rallying cry that everyone could benefit from actioning.”

New Reebok Classic Leathers

So as you wait for Reebok’s new Classic Leather colorways and styles, catch all the action on and follow in the footsteps of the squad of artists and athletes to chase all your dreams. Forget sitting on the sidelines, get in the game with this classic closet staple.