This year, Reebok is celebrating Pride by creating and launching the Reebok Collective, a new team of Black and brown creatives and activists, and giving them a platform to speak their own authentic truths from.
The Collective was launched on Monday with a short video made by chef, musician, author, and cooking show host Lazarus Lynch who dares viewers to not "just see what we can do, see who we are."
Lynch wrote, directed, and composed music for the video, which highlights and celebrates queer and trans people of color. "We’re a small crew who are ready to shake things up," Lynch wrote on Instagram. "I’m really excited to collaborate with y’all over the next year. I’m really proud for the world to witness what we do together."
"Tell me what you see when you see us. You watch our snaps and stories and think you know us," the video starts out saying. It’s a perfect introduction for these creators if you’ve never heard of them before.
"We are the beatmakers of change," it continues. "We are the storytellers rewriting our scripts, we are the unapologetic dreamers claiming our space in this world, we are the movers and shakers bringing light to your screens. We play hard, and when one of us wins, we all win."
The video is filled with pure unfiltered QTPOC joy, and it is BEAUTIFUL. Aside from Lynch, it features model, actor, and ally Broderick Hunter; DJ-turned-dating-advice-show-host Amrit; model, activist, and now reality TV host Richie Shazam; Harlem Globetrotters star and ally Maxwell “Hops” Pearce; and superstar TikTok dancer Mizzko.
The Reebok Collective is part of the way the company is celebrating Pride this year. It hopes to give this diverse and creative group of influencers, athletes, activists, artists, dancers, and musicians a platform from which they can express themselves.
The company also released this year’s Reebok Pride Collection, and provided a donation of $75K to the Sylvia Rivera Law Project, which "works to guarantee that all people are free to self-determine their gender identity and expression, regardless of income or race, and without facing harassment, discrimination, or violence."
Lynch was given complete creative control over the video, allowing the Collective to tell its most authentic story. It’s going to be exciting to see what these creative stars come up with as a part of this partnership!