In Reebok’s second film with Rig Out, we’re taken to New York City, to walk the streets and celebrate the third release of the Reebok Ventilator.

In the bright city lights, the main character of Reebok’s film is a long way from home, you know straightaway from his tell-tale accent that this is a Northern English boy. “I was made in the 90s”, he says, and the film follows both the lead and brand’s development throughout the decade. While Reebok moved to New York in the 1980s, they really established themselves as the champions of innovation in the 90s. For their 25th anniversary of the Reebok Classic Ventilator, their new film celebrates the pioneers – as they bravely moved to a new land and new territory. The Northern lad is finding his place in the US, wearing the rejuvenated third release of the OG Ventilator.

This film is the continuation of an ongoing collaborative project between Reebok,The Rig Out team and RSA Films. At the Rig Out a handful of directional masterminds have joined together, bound by a love of aesthetics and shift focus, to create a soft touch to motivational sportswear campaigns. Understated and low key, This Is The Start Of Something offers a romantic look at trying something new, doing something scary.