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Reebok champions a Madchester revival in a new film for its Classics range. "Give me your Classics and I’ll show you the future" was shot in Bolton, where Reebok was founded, and Manchester. In the online spot, a man drives through the city on his way to a party as a voiceover – provided by the 24 Hour Party People actor Paul Popplewell – scoffs at people who say Manchester’s party scene was better in the 90s. It was created by Glenn Kitson, the co-founder of the brand consultancy Rig Out, and directed by Antony Crook through RSA Films.