Matt Varga Reebok’s reorientation is in focus once again. The Boston giant just posted a new spot, set to air across television and web, that flexes some of their latest and greatest brand signees.
The message is clear almost by the title, attempting to widen the definition of “sport” as we know it, posturing that the word applies to all walks of life and all attempts at glory. True to that, we get shots of athletes engaged in activities as simple as gym training and as eccentric as breakdancing and skating. Interspersed in the montage is footage of the Pittsburgh Steelers’ Justin Fields, WBC lightweight champion Shakur Stevenson, Puerto Rican superstar Anuel AA, and, of course, the Chicago Sky’s Angel Reese.
For our purposes, many of those names have come together with Reebok as either the faces of inline silhouettes or creators of their own. Stevenson continues to champion the Boxing Hi for the brand, Anuel AA has fostered a rich collaborative catalog, and Reese was tasked with debuting the Reebok Engine A during the 2024 WNBA season. Further down the line, the brand is expected to debut an Angel Reese signature shoe as soon as 2026.
More than anything, the new ad spot speaks to how athletes are again the primary focus in Boston, the aforementioned basketball model marking their first new silhouette since 2010. Catch the full clip embedded below.
