Reebok Classics new short film explores the history of the iconic brand, while cementing its status as a present-day pioneer

Made by the Rig Out and directed by Antony Crook, “Give me your classics and I’ll show you the future” follows a young (Reebok-wearing) man, as he collects his girlfriend and heads out to an underground club. Shot on location in Bolton and Manchester (the birthplace of Reebok) the clip is narrated by Paul Popplewell, and lit in dark, natural light that doesn’t flinch from the industrial roots of the cities in which the brand was born.

The film works perfectly off the understanding that Reebok has been a landmark brand in the celebration of youth culture, embracing change and supporting each generation as they seek to progress creatively away from their predecessors. It’s a stunning acknowledgement of the importance of the past and present, and a rallying cry for the future. Launched last Thursday at a party sponsored by Patrón Tequila, the film marks what is sure to be a Reebok revival.