Reebok’s history is rooted in youth culture. Since its launch in the 1980s, the iconic Reebok Classic leather trainer has been a staple in many scenes and subcultures in the UK. But in order to grow a new generation of Reebok lovers, we needed to speak specifically to Gen-Z, and pique their interest in the brand.

Maintaining relevance means understanding culture. We knew that queer audiences were fundamental to understanding Gen-Z, where only 36% identify as heterosexual. So, instead of using queer audiences as a vehicle, we wanted to work with them, to create a campaign that acknowledged their importance both in culture and as consumers.

Giving the campaign longevity and legacy was essential. Our short-to-long-term strategy was:

Offer a paid internship with Gay Times for three individuals. As part of their placement, Huss, Mishti & Jude received mentorship and opportunities specific to their discipline, as well as support in producing the campaign for Reebok.

Fund a national ad campaign for the creators to tell their stories. Turning interns into Creative Directors. The final campaign is made up of the output from the three individual projects as well as behind-the-scenes films and product-led imagery, allowing Reebok to speak authentically to its key growth audience.

Create an ongoing network with the young creators. Legacy is fundamental to Reebok, so ensuring long-term impact for each of our talent was essential. Our Creators Network provides ongoing opportunities for these creators, be that with Reebok, Gay Times, or other brands within the agency's portfolio.

We started with a call out for queer creatives, aged 18-27, to “Create your legacy”, via Gay Times’ channels.

Jude (a skater), Mishti (a journalist) and Huss (a photographer) produced projects in their fields that made up a brand campaign for Reebok, rooted in youth culture. The assets told stories of Edinburgh’s skate collective, POC queer communities in Cambridge and finding queer Arab identity in Glasgow.

The campaign was supported by an extensive media plan across Gay Times, which mixed editorial and assets with key product stills shot with the talent within each narrative. Alongside this Huss, Mishti and Jude appeared in OOH in their hometowns and shop windows of Schuh stores across the UK, all supported by a wider national digital plan.

Finally, we developed the Creators Network to provide ongoing opportunities and build a legacy, with all three creators continuing their working relationship with Reebok & Gay Times.

Our campaign led to brilliant results for Reebok. Brand uplift was up 19% YonY and WonW sales increased by a huge 475% on the D2C shop. Importantly, the initiative changed the lives of our creators, with Huss saying:

“As an artist moving to Glasgow, I’ve always found it a challenge to tell queer Arabs’ stories of injustice, so to have our voices broadcasted to a wider audience was so important to me. Working on these campaigns with Reebok allowed me to express myself freely for the first time and create a safe space within the Queer Arab community.”

Tag Warner, CEO of GAY TIMES, said of the campaign. “It was unique, progressive and turned the dial on how brands can authentically connect with and impact LGBTQ+ audiences. The partnership has left a life-changing legacy with one of its contributors now holding a full-time position as a creative at GAY TIMES.”