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.
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.