By John Glenday | Reporter

November 1, 2021 | 3 min read

Fitness and lifestyle fashion brand Reebok has commissioned three emerging creative youths to tell the untold stories of young people from across Britain in fully funded films for which they have total creative control.

In ’Young Creators’, performance and visual artist Huss, choreographer Antoine Thomas-Sturge and photographer Rivka Cocker represent communities from Glasgow to London as part of the broader ’Radicalm’ campaign.

Offering a platform to new voices, the campaign sees each creator demonstrate how they meet life’s challenges through a combination of positivity, fun and optimism in an authentic way, while opening the door to opportunities within the creative industry.

Glasgow-based Huss is a performance and visual artist who produces visual content that celebrates Arab identity and speaks up for those who cannot take the risk. Huss says: “Not only has being a young Reebok creator helped me platform my own voice – one I often feel is censored – but it has also helped me connect further with my community and other creators who inspire me both in Scotland and Egypt.”

Huss is joined by Londoner Rivka Cocker, who chose to champion women who refuse to minimize themselves in male-dominated spaces such as London’s public transport network. Speaking on her work, Rivka says: “Working on the ’Radicalm’ brief with support from Reebok has felt amazing and I really valued having creative direction over my shoot. I wanted to outline that these are public spaces most of us use every day, despite the uncomfortable feelings that come from being subjected to the threat of male harassment.”

Last but not least, London-based dancer and creative director Antoine Thomas-Sturge delivered ’On Track’, harnessing mediums such as dance, music and movement for video evocation of life’s struggles. Antoine says: “This is a piece about when I was at a low point in my life, struggling with self-doubt and the pressure to succeed, and how I trusted in my gifts, surrounded myself with the right people and reminded myself that everything happens for a reason.”

Reebok has sought to reach younger audiences in recent years through a revamp of its digital strategy and the introduction of a loyalty program.

The Young Creatives campaign is orchestrated by M&C Saatchi Fabric, the sports and entertainment arm of the communications network.

Creativity Brand

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Reebok

Reebok is a global athletic footwear and apparel company, operating as a subsidiary of Adidas since 2005. Reebok produces and distributes fitness, running and CrossFit sportswear including clothing and footwear.

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