Reebok x Belmont Cameli

We teamed up with Reebok and Belmont Cameli of Off Campus to tap into the momentum around one of TV's buzziest new stars. After a video of Belmont dancing at a Kid Laroi concert went viral, we saw an opportunity to take something fans were already obsessing over and turn it into the foundation for a Reebok moment that felt genuinely connected to him. Building off that viral spark, we created a concept centered around dance, pairing Belmont with professional dancers and giving him a format that let his personality, physicality, and natural charisma lead the way. We leaned into something audiences had already responded to and amplified it through the lens of the brand. The spot brings all of that together in a playful, sexy piece that taps directly into the growing fascination and thirst surrounding Belmont, while giving Reebok an organic role in a cultural moment that was already taking off.