BORN CLASSIC. WORN FOR THE CULTURE.

Few cities shape music culture quite like Berlin. Raw, direct and constantly evolving, its streets have long been a space where new voices emerge and define the next chapter of European rap.

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For Born Classic. Worn For Life. Reebok partners with Lucio101, one of the defining artists of Berlin’s new wave. 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

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