In January 2025, Reebok announced its first performance basketball shoe, the Engine A, in over a decade. The company, once a major player in 1990s and 2000s basketball culture, still considers itself midway through a full return to the sport.
Now the shoe brand has launched a new campaign, “We Rise,” as part of that homecoming.
“We are still in an infancy of sorts with our return to the game but feel like we’ve found our footing. ‘We Rise’ is a message of us taking form,” Jide Osifeso, head of basketball at Reebok, told ADWEEK.
A new ad shot in black-and-white features Reebok’s roster of talent on Team RBK.B,
