Reebok Reveals The 'Young Creators' Initiative

Last week Reebok launched their Young Creators campaign, an initiative seeking to amplify the voices of creatives from under-represented communities in the UK. In a bid to share their unique and diverse experiences, the campaign shines light on the untold stories of young people from across Britain, providing them with the funds, platform and creative control to share their unique narratives.

The launch of Young Creators comes in conjunction with Reebok’s Radicalm campaign, an initiative that champions acceptance and “[...] actively seeks the good, sharing positive vibes through the brand’s latest Club C Double Geo silhouette”. With this in mind, each young creator is tasked with visually expressing the ways in which they challenge and embrace their generation’s obstacles, with positivity and optimism.

Launching the campaign are creatives Huss, Rivka Cocker and Antoine Thomas-Sturge. Visual and performance artist Huss uses his platform to amplify the voices of those who cannot speak. Produced in celebration of Arab identity, Huss uses a variety of Arabic-inspired settings and a cheerfully bright colour palette in his work. “Not only has being a young Reebok creator helped me platform my own voice, one I often feel is censored,” Huss says, “It has also helped me connect further with my community and other creators that inspire me both in Scotland and Egypt.”

London-based photographer Rivka Cocker uses her work to reclaim previously male-dominated spaces. Exploring the ways in which young women refuse to shrink themselves in these spaces, Cocker’s work is set in London’s transport system, immortalising the women’s upheaval, and adding a universal and optimistic dimension to the story. 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”. Despite the extent of the task at hand, Cocker’s work remains lighthearted and sincere, and her compositions exude positivity through colour and poetry.

Lastly, choreographer and Creative Director Antoine Thomas-Sturge takes centre stage in his short film ‘On Track’, a celebration of the uncertainty that comes with being young. Featuring bright, bouncy pastels and a troupe of energised dancers, the film highlights the many joys that also accompany young adulthood. “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,” Antoine says of his work, “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”.

While we continue to celebrate the creativity behind this content, the campaign hopes that it will also serve as inspiration to “the next cohort of legacy makers”.