Reebok has unveiled its latest campaign, Sport is Everything, a powerful 60-second anthem emphasizing the brand’s commitment to reigniting its presence in the sports world. This global campaign features athletes and artists from diverse backgrounds, highlighting the universality of sport and the many forms it can take. The message? Sport is not confined to a singular definition—it's something that everyone can make their own.
“We’ve always been at the intersection of sports and culture,” said Reebok CEO Todd Krinsky. “This anthem is an expression of our unique point of view on sport—what it is, and what it can be. It’s about how sport is personal and expansive, touching every facet of life.”
The campaign showcases ten incredible athletes and artists and is a testament to how sport can be as much about individual passion and identity as it is about performance. Featured figures include Puerto Rican musician Anuel AA, basketball icon Angel Reese, world champion boxer Shakur Stevenson, NFL star Justin Fields, soccer goalkeeper Luis Mejia, ultra-runner Lydia Oldham, cross-training champion Christian Harris, cricket captain Suryakumar Ashok Yadav (aka “SKY”), and break dancer Paulina Starus, as well as the world-renowned breakdancing crew, Breakin Kids.
The video offers an inspirational journey across continents, capturing how sport manifests in different lives and communities. It’s not just about hitting the gym or playing on the field—sport happens in studios, city streets, and the silent moments before success is earned. Tobe Nwigwe, rapper and Reebok partner, provides the voiceover, adding a lyrical depth to the campaign with his narration highlighting the emotional and cultural importance of sports.
"What is sport?" Nwigwe asks in the opening moments of the commercial. "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."
For Reebok, Sport is Everything is more than just a marketing slogan—it's the culmination of a strategic shift that began a few years ago when the brand made it clear that it was ready to take back its place in the sports industry. Following the appointment of basketball legends Shaquille O’Neal and Allen Iverson to executive roles, Reebok has signed high-profile athletes and forged numerous global partnerships, marking its reintegration into sports culture with renewed vigor.
WNBA All-Star Angel Reese, who partnered with Reebok in 2023 and is launching her signature sneaker in 2026, believes the campaign’s message resonates with diverse people. “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,” she said. Reese and many of the campaign’s featured athletes embody the spirit of Sport is Everything—a spirit that celebrates passion, commitment, and individuality.
Todd Krinsky concluded, “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.” Download the Sole Retriever mobile app for more updates on the latest from Reebok and more in the sneaker world.
Sneakerhead from South Florida who turned his passion into a career. Concerts, music, trying new restaurants, and catching the latest movies are some of the things I enjoy when not writing for Sole Retriever. Email: nick@soleretriever.com
