Reebok x GUAP: Write Your Legacy

I have worked with GUAP since 2019, through my pioneering work with Reebok. Over the course of five seasons, we created a series of creative campaigns which championed young creators and pushed the boundaries of what marketing campaigns were all about.

GUAP founder, Ibrahim Kamara, said the first time I met him: ‘If brands truly want to connect, they need to look at where their money goes. Does any of it go into the pockets of the communities they want buying their products? If the answer is no, that brand needs to take a look at itself and the way it’s conducting its business. Consumers notice where brands place their spending power and it has a big impact on their brand loyalty.’

What Ibrahim said really stuck with me and it aligned to the changes I wanted to make to the way global brands market to and communicate with their audience.

With Write Your Legacy, we shortlisted three fledgling businesses who were ready to level up. Not only did we hero them in our campaign, we funded the next step of their business endeavours, gave them free mentoring session with GUAP, MediaCom and Reebok, and connected them into our networks.

Our winners, Sisterhood, have gone from strength to strength as a social enterprise, and I am delighted to say that they are now supported on a long-term basis by Vans. You can find out more about them here.