Ziggy Ramo is an Indigenous artist and activist of Arnhem Land that is slowly but surely making his mark in the Australian hip-hop industry for his raw and powerful storytelling.
Now, the world will gain an insight into the super creative and super thoughtful mind of the 27-year old as he unveils his latest collaboration with Reebok, who has enlisted the help of Gapuwiyak artist to launch its latest campaign, “Life is Not a Spectator Sport.” Ramo joins the likes of Reebok ambassadors Allen Iverson, Tems, Lolo Zouaï, Ghetts, and more.
This bold new campaign – which was self-conceptualised and styled by Ramo himself – was directed by the talented Jide Osifeso, who is Reebok’s Senior Director of Marketing Creative & Design Jide Osifeso. The campaign itself inspires consumers to pursue their passions, celebrate their individuality and become active participants in the world around them. Front and centre throughout is Reebok’s iconic Classic Leather sneaker, a timeless and versatile design that will expand its legacy this Spring/Summer ‘22 season.
“Reebok pitched me the campaign idea ‘Life is not a spectator sport’ and asked what that meant to me. For me, it was really about amplifying Country and amplifying me on Country – I wanted people to feel the calmness that I feel when I’m on Country, and that symbiotic relationship we hold with country – if you take care of country, country takes care of you – so that it is no longer a spectator sport, but something that we are self-determined and something we can be really proud of,” says Ziggy Ramo.
“I want that Country [Gadigal Country] to be represented and amplified on a global platform. I wanted to bring my culture and celebrate it in a way that acknowledges our ancient and traditional connection but also that it is continuing – we are still here, we haven’t gone anywhere.”
Building upon the brand’s refreshed creative direction – which aims to show the brand through the lens of sport and community – the new SS22 campaign marks an exciting rebirth for Reebok. Originally debuting “Because Life is Not a Spectator Sport “ in 1984, Reebok is returning to its roots and once again rallying around the timely premise to reintroduce as the brand platform nearly 40 years later.
You don’t have to rush – if you’re in a spectator space you will find your time, you’re just building trust within yourself to find your path and walk it.
This next chapter for Reebok looks to empower individuals to participate in whatever moves them – whether that be fashion, sport, music, art or activism.
And who better to highlight the message than one of Australia’s most talented up-and-coming artists, Ziggy Ramo.
“Working with Reebok has honestly been a dream because they have been really supportive on what’s your vision and how can we bring that to life. It was incredible to be able to partner with Reebok and them be able to remain so authentic and support my voice, my vision, my creativity,” says Ramo.
“I always try and think about making things for a younger me – when I was growing up I didn’t see Indigenous people in mainstream media and if I did I often questioned if they were able to be authentic. To be able to partner with Reebok in this campaign and be so clearly my voice and my authentic self I think about myself as a younger kid being able to see this and feeling not only empowered but represented and being able to see myself in that.”
Speaking on the campaign, Osifeso says that it was important to convey the conversation around exploring one’s life and being an active participant in its wonders.
“With this campaign, we wanted to continue the conversation we began last year. The artists in ‘Life is Not a Spectator Sport’ are iconoclasts, each of them driving culture in new, provocative ways that hopefully encourage people to be iconoclastic in their own right.”
Ziggy Ramo is also set to release his joint book and album ‘Human’ to be released later this year. You can explore the Reebok Classic Leather collection here