Reiss Nelson Gets Behind the Lens for Birkenstock’s Global Campaign...
In collaboration with END, Reiss Nelson took creative control of Birkenstock’s Utility Pack, directing and shooting the campaign himself. Blurring the line between subject and creator...
Happy new week!
As you all know, I’m a huge advocate for athletes expressing their full, authentic selves. Last week, I came across a campaign that truly excited me, Reiss Nelson shooting and directing Birkenstock’s global campaign for the Utility Pack, in collaboration with END. This campaign is a perfect example of how athletes, just like the rest of us, have diverse passions, interests, and talents beyond their sport.
Reiss, a product of Hale End currently on loan to Fulham, has always embraced style and individuality. Whether in motion on the wing or in stills behind the lens, he’s someone who’s never been afraid to show his creative side. Founding his own brand, Riverslide, he’s been steadily crafting a space for himself in fashion and culture long before this campaign.
The Birkenstock collab is completely authentic. I’ve even spotted Reiss rocking a pair of Birks in real life. That genuine connection makes it all the more powerful. For someone currently recovering from a hamstring injury, stepping into the director’s chair offers a whole new outlet for self-expression, one that doesn’t require boots or a ball, just a vision and a camera.
This is a moment that continues to challenges and redefine the outdated perceptions of athletes as one-dimensional. Athletes are people — with passions, creative instincts, and stories that stretch far beyond the field. Just like any of us, our jobs don’t entirely define us. Reiss has long shown his love for photography, with his 35mm film account @35mmnelz quietly documenting his visual journey. He shared in his interview with END, that he picked up a film camera during an off-season and was instantly hooked.
“Football has always been hectic and I’m always on the move, so photography became a way for me to slow things down a bit.”
The campaign was shot entirely through Reiss’ lens, leaning into themes of duality and black craftsmanship. His own film photography forms the backbone of the campaign, layered with behind-the-scenes portraits of Reiss in action blurring the lines between subject and creator.
It’s no surprise that END. chose to hand over full creative control to Reiss. The retailer has built a reputation for boundary-pushing collaborations that celebrate the intersection of fashion, sport, art, and identity. This move isn’t just about clout — it’s about platforming creatives from all different walks of lives and having an athlete like Nelson is a huge feat, it signals a shift toward celebrating multidimensional talent and reshaping what it means to be both the creator and the subject.
Reiss Nelson represents a new wave of athletes, not content with just being the face of a campaign, but ready and willing to shape it. We’ve seen artists like A$AP Rocky take the reins at Puma F1 and Pharrell redefine luxury at Louis Vuitton. Maybe now, it’s time for more athletes to move from consumer to producer.