Reebok has recruited Australian artists Deena Lynch (aka Jaguar Jonze), Becca Hatch and Tarah Jane Scott for a new campaign, Not Your Princess.

The campaign will relaunch Reebok’s iconic Princess franchise.

The concept was developed as an homage to Reebok’s 2001 “It’s A Woman’s World”, an advertising campaign that mocked established gender roles.

The original campaign featured globally awarded recording artist and rapper Missy Elliot, Tennis phenomenon Venus Williams and WNBA Star Jennifer Azzi.

Reebok Pacific brand director Arnna Johnstone said 20 years later, voices for female empowerment and gender equality continue.

“Not Your Princess pays respect to women whom boldly defy convention," she said. 

"This gives Reebok the opportunity to honour a new generation of change makers whom are unapologetic in their unique identities, as they pursue excellence in their chosen industries.

“By giving a platform to these three exceptional young Australian women, Reebok hopes to continue to encourage women everywhere to make a mark in their chosen fields and speak up on topics that matter to them," she said.

In tandem with the campaign, Reebok have reimagined the iconic Princess shoe in a previously unreleased shell pink colour way.

The Reebok Princess range is available starting today from  $100.00 AUD. 

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