Reebok Ties Its Basketball Comeback to a Class of Rising Stars

In January 2025, Reebok introduced its first efficiency basketball shoe, the Engine A, in over a decade. The corporate, as soon as a significant participant in Nineties and 2000s basketball tradition, nonetheless considers itself halfway by way of a full return to the game.

Now the shoe model has launched a brand new marketing campaign, “We Rise,” as a part of that homecoming.

“We’re nonetheless in an infancy of types with our return to the sport however really feel like we’ve discovered our footing. ‘We Rise’ is a message of us taking kind,” Jide Osifeso, head of basketball at Reebok, informed ADWEEK.

A brand new advert shot in black-and-white options Reebok’s roster of expertise on Group RBK.B, together with NBA rookies Darius Acuff Jr. and Nate Ament and WNBA rookie Lauren Betts. A voiceover offered by rapper Tobe Nwigwe performs over slow-motion basketball footage.

“We Rise” builds on Reebok’s earlier marketing campaign, “Comm. One,” which launched in March with a cinematic spot additionally narrated by Nwigwe.

“Comm. One begins out with the phrases ‘we rise,’ which felt like setting an intention,” Osifeso stated. “We are actually truly in movement.”

The spot will launch on social earlier than increasing to paid media, out-of-home, and social-first content material.

Constructing a roster stuffed with potential

Within the ‘90s, Reebok signed future superstars Shaquille O’Neal and Allen Iverson as rookies. At this time, the corporate is working the identical playbook.

Acuff Jr. (Sacramento Kings) and Ament (Milwaukee Bucks) haven’t performed a daily season NBA recreation. Buzelis (Chicago Bulls) has two years within the league, whereas Yessoufou remains to be at St. John’s. Their youth and potential are the purpose.

“They nonetheless have lots to show, they’re taking dangers, they usually’re giving it their all,” Osifeso stated. “We’re in the very same boat as an organization. The adjacency of our enterprise and their careers is a enjoyable and fascinating exploration.”

Reebok doesn’t use scouts or analytics to choose its gamers. As a substitute, Osifeso and his group decide gamers as private followers, constructing relationships that begin as early as highschool.

“Seeing them flourish and attain the professional ranks has been particular to observe,” Osifeso stated “I’m at all times going to champion showcasing a dedication to homegrown expertise and the significance they maintain in Reebok Basketball’s new period.”