TEMS x Reebok Ink New Campaign Deal

Nigerian pop star songstress TEMS opens up her 2022 with an announce of her new partnership with Reebok, in the top-line sport wear brand?s latest effort, dubbed "Life is Not a Spectator Sport," a campaign directed by Reebok senior director of marketing creative and design, Jide Osifeso - a Nigerian.

Inspired by its "Because Life is Not a Spectator Sport" ads from 1984, the campaign, according to Reebok, was created to inspire consumers to "participate in whatever moves them - whether it be fashion, sport, music, art or activism."

Other collaborators in this campaign are NBA icon Allen Iverson, and then Arca with the original music, narration by Brent Faiyaz, both featured in the campaign, also Ghetts and Lolo Zouai.