Tems bags a deal with Reebok, features in latest campaign - LIFE IS NOT A SPECTATOR SPORT

Tems, a 26-year-old fast rising global sensation, who had a successful 2021, is kicking off her 2022 with a deal with international sporting goods company Reebok, less than two months after signing a deal with Tommy Hilfiger.

Tems modelled footwear and a headgear branded with the Reebok logo.

Announcing the deal on January 7th, 2022, the imprint launched a campaign tagged "Life is Not a Spectator Sport". The campaign, directed by Nigerian creative director and Senior Director of Marketing Creative & Design, Jide Osifeso, is said to inspire consumers to pursue their passions, celebrate their individuality, and become active participants in the world around them.

In the video, Tems described what living means to her. She said, "I am Tems, Living is being free and existing without conditions or law or rules and just living according to your divine nature.”

Tems had two Billboard Hot 100 top 40 hits in 2021, with her collaboration with #Drake on the song "Fountains" from his album Certified Lover Boy and the #Wizkid track "Essence," the latter of which reached the top ten after a remix with #JustinBieber and earned her a Grammy Award nomination.