The NFL season is about to begin, and we already have a headline-worthy announcement: Chicago Bears quarterback Justin Fields has inked a long-term deal with Reebok. This alliance is more than just another athlete endorsement; it signifies Reebok's ongoing commitment to community outreach and a charitable vision.
Reebok and Fields are no strangers to one another. This past July, the brand extended its support to the Justin Fields Youth Camp, a wellness and fitness initiative tailored for children in the Chicago region. Through this partnership, Reebok not only donated apparel but has also made a commitment to financially back the camp, ensuring its sustained growth.
But this partnership goes beyond just youth initiatives. Fields will be at the forefront of Reebok’s "Human Rights Now!" campaign. Described by the company as an enduring dedication to promoting both human rights and physical movement for everyone, this platform stands as a testament to the brand's broader vision for societal impact.
Fields will also be featured prominently in upcoming campaigns for Reebok. This includes the QB being the face of the brand-new FloatZig 1 running shoe, set to release in Spring 2024. As part of the announcement, Reebok and Fields have curated a collection to shop on reebok.com.
Fields expressed his enthusiasm about this collaboration, noting Reebok's legendary history in the sports sector. “Reebok holds an incredible legacy in the sports world that has always inspired me. Not only have they launched iconic offerings with legends like Allen Iverson and Shaq that shaped sports culture in the ‘90’s, but they also have the attitude and energy to reshape the future of sport once again. I’m excited to join Reebok and help kick-off this next great chapter.”
Other football stars to grace the Reebok roster recently include JJ Watt who was the face of Reebok's football division when he signed in 2015. With Fields being one of the games brightest stars, it appears that a passing of the torch is underway at Reebok.
The Fields-Reebok partnership also underscores Reebok’s renewed strategy to reclaim its dominant place in team sports. This direction includes expanding its line-up of athlete partners, deepening its imprint within sports culture, and rolling out innovative performance gear. This also comes just days before the retro of the Reebok ES22, Emmitt Smith's signature sneaker with Reebok.
Reebok CEO Todd Krinsky encapsulated this excitement and vision perfectly: As a brand with such a unique and rich heritage in sports, we’re thrilled to be returning to our roots, and embark upon a long-term strategy that will have us reclaim our rightful place in the sports world once again. Justin’s authenticity, high energy and risk-taking mentality as a natural leader on and off the field immediately stood out to us. He exemplifies who we are and how Reebok will show up in Sport culture in the years to come — bold and unapologetic. We’re thrilled to welcome Justin to the Reebok family as we shepherd in a new era.”
