Reebok Club C Celebrating the new generation of creative, conscious, colorful and curious young people. The campaign is diverse and seeks to explore subjects and styles that go beyond gender and occupation.

It draws attention to the multifaceted Generation Z(C) through inspiring topics starting with the letter ‘C’. We zoom in on a number of young people with each their own talents and values, providing an outlet for them to tell their stories, drives, and inspirations.

“To me, creativity is freedom to express myself. The music has given me a free space to deal with some of the things that weigh in my system. There are tough things that can disturb my creative process — fx. if I meet expectations or requirements I can’t or will live up to. 

“It’s important to me to be in a safe place where I feel free to unfold myself and my creativity, and it is important that the people I work with are on the same wavelength as me, and understand my creative language.”

“I think that it is important to find your people — the people that elevate, support and encourage you to be the best version of yourself. It gives me a lot of drive and energy, that I’m surrounded by people I trust and people that embrace me for who I am.”

“My social relations are important to me; my family, my boyfriend and my friends. I care a lot for the people that surround me. I come from a big family, and we have a very strong bond. We visit our summer house in Sweden every year, and we’re probably 40 family members, where the oldest is 89 years and the youngest is a baby.”

“I emphasize the relations that are worth fighting for — both in my personal life and in my music. I like to communicate my thoughts and feelings about being a human, engaging with other human beings.”