Today, Reebok launched “Sport is Everything”, a 60-second campaign that unites athletes from across the globe, representing diverse passions and backgrounds. “Sport is Everything” celebrates Reebok’s commitment to its community by delivering a powerful message: sport is not confined by definitions - it is what we choose to make of it.
Viewable now across streaming platforms and key television networks, including Hulu, ESPN, NBC, Paramount, and more, “Sport is Everything” will serve as the drumbeat for Reebok’s return to sport in the coming seasons.
“There are few other brands that have lived at the intersection of sports and culture like Reebok has throughout its history,” commented Reebok CEO, Todd Krinsky. “This anthem is an expression of our unique point of view on sport, of what it is, and what it can be.”
The 60-second campaign meets ten Reebok athletes and artists on their home “court”, including Puerto Rican musician Anuel AA, basketball icon Angel Reese, world champion boxer Shakur Stevenson, American football superstar Justin Fields, Panamanian soccer goalkeeper Luis Mejia, ultra runner Lydia Oldham, cross training champion Christian Harris, Indian cricket captain Suryakumar Ashok Yadav (aka “SKY”), and break dancer Paulina Starus alongside world champion break dancing team Breakin Kids.
“Sport is Everything” takes viewers on a motivational intercontinental journey exploring the many ways in which sport can come to life. Soundtracked and narrated by rapper and Reebok partner Tobe Nwigwe, the messages woven throughout highlight Reebok’s distinct point of view – echoing the sentiment that every person and passion is unique and welcomed.
“What is sport?”, poses Tobe Nwigwe, teeing up the film. “It’s more than training at dawn and drills after dark. More than fast footwork and pushing through pain. It goes beyond the gym, through city streets and onto the stage. Sport is the breaks between the sweat and sessions in the studio. It’s the silence before the applause. Sport is knowing you got game, on and off the field.”
In 2021, Reebok boldly stated its plan to reclaim its rightful place in sport, naming Shaquille O’Neal and Allen Iverson to executive leadership roles for its Basketball division shortly thereafter. Since then, Reebok has signed several marquee athletes and creative partners, while launching new initiatives and league partnerships worldwide that further embed the brand in sport culture globally.
“I love the ‘Sport is Everything’ message because it’s something that resonates with all of us,” said WNBA All-Star and fashion icon Angel Reese, who kicked off her partnership with Reebok in 2023. “Whether you’re a world-class athlete, gamer, chef, or musician, sport is about anything that excites you—it’s a community we can all share.”
The full commercial can be found HERE alongside additional athlete-specific cut downs and imagery.
“This is a special moment for Reebok,” concluded Krinsky, who took a job in the brand’s mailroom more than 30 years ago. “Witnessing Reebok’s evolution firsthand over the past three decades - through the many ups and downs – it's great to get back to a place where we can deliver a powerful message that inspires people around the world. We can’t wait to share what’s next.”
For more on “Sport is Everything” and Reebok’s return to sport, follow @Reebok on Instagram and X.