Cannes Lions


ICONOCLAST, Los Angeles / REEBOK / 2022







The campaign launched under the new direction of Jide Osifeso, which he co-created with Kerby Jean-Raymond & that was inspired by his own personal experiences and relationship to sport growing up.

For the brand it was a matter of reconnecting to the storied past of the brand while bringing it into the future. Generally speaking the idea was to highlight a level of community and realness that represented how the company wanted to feel like as a whole and the goal was for people to find familiarity in Reebok’s products and its storytelling, by showcasing real life & a sense of community. They wanted to make "a film about characters who are not the next superstars, who are not getting paid to do sports – but who do it because it makes them feel alive, to disconnect from their daily grind.”


The film needed to explore forward movement – literally and figuratively – and examine the relationships between ourselves, sports and our communities.

There was play with the notion of disconnection, and reconnection primarily through sport: “reconnecting with a more pure form of being, one with your body, outside, alive,” says the director. Hence the tagline: “Life is not a spectator sport.”

The idea was to create a memory-based narrative, reflecting memories playing in your head, “of your childhood, your upbringing, your recollection of places, experiences, moments” according to the director's own words.

"There are very few universally understood experiences that we all share as people. One of those experiences would be the innocence and curiosity of being a child" says the creative behind the film, hence the idea of using a child's POV throughout the film.


The idea was for the whole film to feel really vivid. Life seen through the eyes of a child. A recollection of places, experiences, moments. There is a certain surreality woven into it that makes some moments feel slightly larger than real life, slightly more magic – only the way a child could see the world.

The strategy was to lean heavily into those moments of childlike wonder with the environments and situations children find themselves in. Some subtle, and some not so.

Although the film has an unscripted and candid feel, the team wanted the protagonists to bring themselves into the process, “giving their characters a personality that comes from their own experience,” as the director puts it. “We always had a plan for each moment,” continues the director, “but on set, we experimented with certain scenes and tried to capture life happening in front of us.”


The launch of the Reconnect Films corresponded with the rebranding of Reebok via a complete reset and relaunch of Reebok’s social channels introducing the new creative direction. Media coverage was focused around top tier fashion, sneaker, and trade publications – Vogue, AdAge, Hypebeast etc. (Full List below).

- AdAge

- Complex UK

- Footwear News

- GQ Australia





-Modern Notoriety

-Nice Kicks


-Retail Dive

- Russh

- Sole Savy

- Sourcing Journal

- Surface

- Vogue


Project began December 2020, was developed creatively for two months and shot in March 2021, published online via Youtube and Instagram on June 14th 2021.

No broadcast placement. Online / Digital only

The project was part of Reebok’s rebrand in 2021. The film itself is 12 minutes long and features 10 vignette films.


Potential Reach / Impressions: 451+ Million

Ad Value Equivalency: $849,882

Total Articles: 20+ unique placements with industry shaping publications including AdAge, Complex, Highsnobiety, WWD, Vogue and more

Please see some quotes showcasing the impact of this film:

“The video is indicative of Reebok's revamped presence, produced by the in-house creative team that Osifeso now leads. Reconnect's dreamlike presentation and deep respect for Black identity speaks to the way that Osifeso's team and director Jonas Lindstroem are reshaping Reebok's identity, blending elements of community and sport drawn from Osifeso's own upbringing.” - Highsnobiety

“’Reconnect’ offers a tantalizing and beautifully realized window into what’s to come—as well as a firm statement of intent that they intend to balance the blink-and-you’ll-miss-it culture of relentless reinvention that surrounds the typical sportswear-drop model with something more slow-burning, and ultimately more heartfelt.” - Vogue

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