A Modern Take on Basketball Storytelling
Reebok has unveiled a new campaign called "We Rise", spotlighting a new wave of basketball talent that includes Darius Acuff Jr., Nate Ament and Lauren Betts. The spot, set to a voiceover by rapper Tobe Nwigwe, pairs slow‑motion footage of the players with a soundtrack that underscores the brand's resurgence in the sport.
The initiative is not a fresh start but a continuation of Reebok's earlier "Comm. One" effort, which sought to reconnect the label with basketball culture. By pairing the new faces with the company's historic association — dating back to the signing of Shaquille O'Neal and Allen Iverson as rookies in the 1990s — Reebok aims to bridge its heritage with today's emerging stars.
Central to the strategy is a commitment to female athletes. Head of Basketball Jide Osifeso says the brand is eager to support the next generation of women who are reshaping the game, and Lauren Betts is held up as a prime example of that impact.
Beyond the three headliners, the roster also includes Matas Buzelis, St. John’s guard Tounde Yessoufou and other prospects, all of whom will see the campaign roll out first on social platforms before expanding to broader media.