In 1984, Reebok launched its classic campaign, under the tagline “Because life is not a spectator sport”. Nearly 40 years later the message is the same, but the world has changed. Reebok once again invites us to remember that ‘Life is Not a Spectator Sport’. The new iteration of the campaign celebrates the ‘Classic Leather’ shoe and the pioneers that have made it iconic. This time around, the Reebok South Africa team have leveraged the power of digital storytelling by partnering with 5 local Movement Makers, to highlight the potential that emerges when people are driven by their ambition to live life on their own terms.
These Movement Makers are South Africa’s biggest Amapiano artist Musa Keys, professional dancer and choreographer Sne Mbatha, commercial pilot and content creator Melissa, model, DJ, stylist, and writer Ponahalo Mojapelo and podcaster & documentary photographer Joshua Rubin.
“My focus has always been on inspiring young girls and women to be bold, daring, and proudly different. I’m ecstatic to be a part of a campaign that reverberates that message even further. I’ve always been a go-getter and I’ve drawn inspiration from other go-getters I met in my professions. I hope to see more young people go after what they want as soon as possible!” says Ponahalo.
As part of the campaign, South African storytellers will also stand the chance to win a R25 000 booster pack (including R15 000 in financial support) at a FREE virtual creative summit held 30, March and attended by the Movement Makers.
For more information and Creator Summit registration, click here and stand a chance of winning big.
