Reebok Collective influencers take creative control on Pride campaign


By Ellen Ormesher | Reporter

June 29, 2021 | 2 min read

In honour of Pride month, sports brand Reebok is celebrating the exploration of personal identity with the launch of its Reebok Collective program, which has handed creative control to its influencers.

The Reebok Collective hopes to highlight the company’s ongoing mission to create an inclusive community of acceptance and belonging and empower every person to be the best, most authentic version of themselves.

Its launch also marks the release of Reebok’s Pride collection which will trigger a $75K donation to the Sylvia Rivera Law Project in honor of transgender, gender nonconforming, and intersex youth.

The latest marketing news and insights straight to your inbox.

Get the best of The Drum by choosing from a series of great email briefings, whether that’s daily news, weekly recaps or deep dives into media or creativity.

Sign up

To launch the initiative, Reebok has collaborated with activist Lazarus Lynch to create a short film that also features Richie Shazam, Maxwell Pearce, Mizzko, Broderick Hunter and Amrit – as well as Lynch himself.

Reebok gave Lynch free reign on creating the film in collaboration with his production team and the crew, as part of Reebok’s ethos behind the collective is to give queer creators a platform to speak on issues that they are most passionate about.

The group has also been given creative liberty and the partnership is truly a two-way street – challenging the traditional status quo of traditional influencer-brand relationships.

The short film can be viewed in full below.


Industry insights

View all
Add your own content +