Reebok partners with Gay Times to champion Queer hometown stories

Reebok x Gay Times

Reebok have partnered with Gay Times as both a media partner and creative consultant in recent campaign.

The campaign, Your Time, Your Hometown Legacy, is built around Gay Times’ insight that, for many Queer people within Reebok’s target age bracket of 15-24, London is seen as the epicentre of culture, in which the majority of stories and opportunities happen exclusively. For many, living outside the city can lead to feeling disconnected, even though their experience, community and its place within Queer culture is just as valid.

Using these insights, and following MediaCom’s Inclusive Planning process, we worked with three creators from outside of London – Huss from Glasgow, Jude from Edinburgh and Mishti, a student from the Uni of Cambridge – giving them the space to tell their own personal hometown stories, connecting with the narratives of many Queer people across the country in similar situations.

As part of the process, Reebok funded a fully-paid internship for each of the three creatives at Gay Times, within their Future Now programme. As part of their placement, they received mentorship and opportunities specific to their discipline, as well as support in producing the campaign for Reebok.

The final campaign is made up of the output from the three individual projects as well as behind-the-scenes films and product-led imagery, all of which will be shared across the Gay Times eco-system. The assets will also be shared beyond, in a broader social and OOH campaign via MediaCom, as well as a partner campaign with Reebok retailer Schuh, including instore displays featuring Jude’s campaign.

Special credit to MediaCom’s John Beardsworth and Matt O’Hara for leading the campaign.


  • Almost 2.2 million impressions, exceeding targets by 35%
  • The campaign reached a huge 1.9 million people
  • Our videos were viewed more than 170k times
  • Content engagement exceeded our targets by a massive 193%
Reebok 3

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