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.

“At JKA Customs, we’re working with deadstock fabrics, old materials and discarded vintage clothing, so my creative process usually begins with the materials we source and receive at our studio. The second part of my creative process is storytelling and communication. I want to communicate my inspiration from life through our collections and concepts. What we want to communicate usually dictates the creative process too.”

“Creativity has been the foundation of JKA since the beginning. Having our own space to create whatever we want is what JKA is born from.”

“Conscious behavior is personally important to me because I want kids in the future and I want them to live on a healthy planet. I know I can't change the world by myself, but it's important to me that I do my part. My wish for the future is that I'm able to expand JKA, work for it full time, and grow our audience so we're able to communicate and inspire a lot more people.””