For Born Classic. Worn For Life., Reebok partners with Lucio101, one of the defining artists of Berlin’s new wave. Rising from the underground collective 1019, Lucio built his reputation through melodic trap and drill-infused sound, breaking through with Luft and later cementing his place in Deutschrap with his debut album Mittendrin. Drawing on both Berlin street culture and his Brazilian heritage, he represents a generation of artists shaping the city’s sound today.
Shot across Berlin-Mitte, where Lucio feels most connected to the city, the campaign follows him moving between the streets that inform his music. At its centre is the Workout Plus - originally introduced as an 80s training shoe before becoming a symbol of street culture worldwide.
As Lucio101 puts it: “‘Born Classic’ means creating something that doesn’t chase trends but carries attitude from day one. ‘Worn for Life’ means it belongs where real stories are made.”
Adidași Workout Plus
Lansat pentru prima dată în 1987, Workout Plus a adus breteaua în formă de H în încălțămintea de fitness, o piesă de inginerie care fixa mijlocul piciorului în timpul mișcărilor laterale de antrenament și a devenit detaliul cel mai recognoscibil al siluetei. Partea superioară din piele naturală oferă structura durabilă care a definit atractivitatea originală a pantofului, în timp ce talpa intermediară din EVA decupată și talpa exterioară din cauciuc rezistent la abraziune oferă amortizare ușoară și aderență fiabilă pentru purtarea zilnică.
Alongside Lucio, the campaign features Berlin creatives Andy (breakdancer) and Miriama (DJ), representing the movement, rhythm and community that define the city’s cultural landscape.






























