Creative in association withGear Seven

Reebok Spotlights Emerging UK Talent for Young Creators Initiative

Advertising Agency
London, UK
The campaign spotlights performance and visual artist Huss, choreographer Antoine Thomas-Sturge and photographer Rivka Cocker who have been selected from across the UK

Reebok have today launched their Young Creators campaign, a new initiative that platforms young creators from under-represented communities and explores their unique experiences around the UK.

Commissioning three emerging creative youths, the campaign brings together untold stories and opportunities for young people in cities and towns across the UK – from Glasgow to London - offering them complete creative control in a fully funded shoot and subsequently providing them with a platform to tell their unique story.

The campaign’s output will underpin Reebok’s ongoing Radicalm campaign, a concept that accepts without exception and actively seeks the good, sharing positive vibes with the world through the brands latest Club C Double Geo silhouette. Through a visual medium, each young creator will show the Reebok audience how they embrace the challenges of their generation with positivity, fun and optimism.

Glasgow-based Huss, a performance and visual artist, produces a series of visual content celebrating Arab identity. Set against a backdrop of different Arabic-inspired settings, Huss uses his art as an instrument to speak up for those who cannot risk to. Commenting on his work, Huss says: “Not only has being a young Reebok creator helped me platform my own voice, one I often feel is censored, it has also helped me connect further with my community and other creators that inspire me both in Scotland and Egypt.”

London native Rivka Cocker produced a campaign that champions women who refuse to minimise themselves in male-dominated spaces. Her content series explores how young people embrace challenges optimistically, and records women taking back space and taking up space. By localising a universal story, the series is set on London’s public transport systems. Speaking on her work, Rivka says: “Working on the Radicalm brief with support from Reebok has felt amazing and I really valued having creative direction over my shoot. I wanted to outline that these are public spaces most of us use every day, despite the uncomfortable feelings that come from being subjected to the threat of male harassment.”

Finally, Antoine Thomas-Sturge, a London based dancer and creative director, produces video content telling stories using mediums such as dance, music and movement. Speaking on ‘ON TRACK’,  Antoine says: “This is a piece about when I was at a low point in my life, struggling with self-doubt and the pressure to succeed, and how I trusted in my gifts, surrounded myself with the right people and reminded myself that everything happens for a reason. The ways I’ve expressed myself in this piece and showcased not only my talents but those of my friends is something I’m very proud of.”

The collaboration will offer the three emerging creatives a platform upon which to tell their authentic story while providing tangible opportunities within the creative industry. Their compelling content aims to inspire the next cohort of legacy makers.

For more information on the Radicalm campaign and Reebok products please visit here

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