The ad, called "give me your classics and I’ll show you the future", was filmed in Bolton, where Reebok was founded, and Manchester. The two-minute long spot was released online yesterday.
It features a young man as the lead, who drives through the city and to a club as a voiceover – provided by 24 Hour Party People actor Paul Popplewell – talks about how young people are still making things, even though everybody talks about Manchester's party scene as being better in the past.
Glenn Kitson, who is the co-founder of brand consultants and publishing company, Rig Out, was the creative director on the project. Antony Crook directed the spot through RSA Films. Illum Sphere provided the soundtrack.