Reebok MENA Revives the “Life Is Not a Spectator Sport” Campaign with a Bold Call to Action

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On the global stage, Allen Iverson, Brent Faiyaz, Lolo Zouaï, and Ghetts bring to life Reebok’s newest Classic Leather collection for Spring/Summer 2022


  • From the MENA region, Amna Al Qubaisi, Shahad Salman, Aslu, and Sandra Sahi bring the essence of the campaign to life through a local lens

Reebok MENA debuts its bold new brand proposition, “Life is Not a Spectator Sport”. Tapping into its archives, the fitness brand has refreshed its legendary 80s tagline, “Because life is not a spectator sport” – which still rings true today. The campaign will highlight unique and intergenerational talent who foster authenticity, creativity, and individuality.

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With a line-up of global and regional athletes and artists, the athletic lifestyle brand returns to its roots to write its next chapter, inspiring consumers to pursue their passions, celebrate their individuality, and become active participants in the world around them.

Front and center are Reebok’s iconic Classic Leather, a product story that celebrates the timeless and versatile design that will expand its legacy this Spring/Summer ‘22 season.

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Comfortable and easy to wear with any outfit, Reebok’s updated Classic Leather showcases refined takes on the shape, feel, and craftsmanship of this iconic silhouette. The updated silhouette features key comfort elements, including premium leather upper, lightweight EVA midsole cushioning, slimmed down and lightweight construction, and more.

Linass A3Supporting the global “Life is Not a Spectator Sport” brand campaign, a range of global and local inspirational, creative talent redefine what it means to be Classic:

Global 

  • Allen Iverson – Hall of Famer, icon, and Virginia native
  • Brent Faiyaz – Singer/songwriter from Columbia, Maryland
  • Ghetts – Rapper, songwriter, iconoclast from Plaistow, London
  • Lolo Zouaï – American, French and Algerian singer-songwriter and producer

Regional 

  • Amna Al QubaisiEmirati Motorsports racing driver, first Formula E female driver in Saudi Arabia
  • Shahad Salman Saudi Arabian model with Vitiligo, challenging stereotypes in the fashion Industry
  • Sandra SahiAmerican, Iranian, and Spanish singer-songwriter
  • Aslu – First niqabi skateboarder in the MENA region

Available in April 2022, visit the Reebok stores and select retailers to shop the new Classic Leather Collection:

Online (UAE & KSA)

  • Namshi.com
  • Sivvi.com

UAE

  • The Dubai Mall
  • The Galleria, Al Maryah Island

Kuwait

  • 360 Mall
  • The Avenues

Egypt & Morocco

  • Available across Reebok stores

Online (Egypt)

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