Artists including Arca, Ghetts, Brent Faiyaz, Lolo Zouaï and Tems, and basketball player Allen Iverson, have come together for Reebok's spring/summer 2022 campaign, Life is Not a Spectator Sport, which aims to 'inspire consumers to pursue their passions, celebrate their individuality and become active participants in the world around them'.

The campaign features music by Arca and narration from Faiyaz, as well as stories from each artist 'defining what "Classic" means to them'. Iverson commented 'Life is not a spectator sport. You are involved in it; you are a part of it. As much as the world sees me, what they don't know about me is the honesty, the truth and not being afraid'.