Reebok is returning to its roots with the launch of “The Give Back,” a new campaign celebrating the heritage of its iconic Classics collection while introducing the legendary Workout Plus to a new generation.
Fronted by South London rapper K-Trap, the three-part campaign shines a spotlight on the communities, music and street culture that helped shape Reebok’s identity over the decades.
Inspired by the humour and energy of classic British heist films, The Give Back flips the familiar storyline on its head. Instead of stealing something valuable, K-Trap arrives to give something back, delivering Reebok’s iconic Classics to the next generation of sneaker lovers and creative communities.
Born in Bolton, England, Reebok has long been woven into Britain’s fashion and cultural landscape. From its performance footwear origins to becoming a staple across UK garage, grime, hip-hop and streetwear culture, the brand’s Classics have remained relevant across generations.
The campaign brings together a cast of influential British figures spanning different eras and subcultures. Alongside K-Trap are MC Bushkin of Heartless Crew, Lisa Maffia of So Solid Crew, and actress Laila Morse, best known for playing Big Mo in EastEnders. Emerging creators also feature throughout the series, reinforcing the campaign’s message of passing cultural influence from one generation to the next.
Each personality wears a different Reebok Classic silhouette that reflects their individual style while celebrating the brand’s heritage. K-Trap sports the Workout Plus in a clean chalk colourway with a gum sole, while MC Bushkin wears the classic Workout OG as a nod to the footwear popular during the height of the UK garage era. Laila Morse pairs the timeless white Reebok Princess trainers with grey joggers, oversized gold hoops and a tartan shopping trolley, adding her own unmistakable personality to the campaign.
Music sits at the heart of The Give Back, with a soundtrack inspired by the sounds that have defined British youth culture over the years, including drum and bass, UK garage, trap and drill.
To extend the campaign beyond film, Reebok has also opened The Reebok Arms, a traditional London pub transformed into a branded space celebrating the Classics collection and the communities that have supported the brand throughout its history.
