Reebok has signed Formula 1 driver Pierre Gasly as its latest ambassador, part of the brand’s wider push to re-establish its presence in sport. The announcement was paired with a campaign shot by photographer and creative director Lysa Thieffry, presenting Gasly not just as a driver, but as an athlete whose discipline extends well beyond the circuit.
The French driver’s journey is a cinematic tale in itself, from karting prodigy to the podium, culminating in his spectacular, landmark victory at the 2020 Italian Grand Prix at Monza, breaking a 24-year drought for France in F1. Off-track, he’s equally committed to sport, whether co-owning FC Versailles, following PSG, or training across tennis, cycling and running. He has also used his profile to advocate for mental health awareness and supports organisations such as the Make-A-Wish Foundation.
The collaboration is set to debut globally in January 2026 with the Spring/Summer training campaign. Thieffry captured this unique duality, leaning into contrasts of strength and vulnerability with striking, high-energy imagery that celebrates movement and modern athletic elegance. Naturally, the new product drops will mirror this, showcasing Reebok’s performance innovation right alongside lifestyle design.
This partnership is a major coup for Reebok. Since 1895, the brand has consistently bridged the worlds of sport, lifestyle, and fashion. It strengthens their international strategy and reasserts a clear ambition to champion elite athletes as ambassadors of both performance and style. Gasly, whose journey has already been immortalised in the French graphic novel ‘Objectif F1,’ now simply drives his remarkable story into its next chapter.
photography. courtesy of Lysa Thieffry
words. Gennaro Costanzo






























































