"Mo Harris" is the new Face of Reebok in latest campaign

Laila Mores, better known as “Mo Harris” an East Enders legend, is the face of the new Reebok campaign. The Ad featured Mores or “Mo” in the brand’s iconic workout trainers looking very cool as she posed with her arms crossed on a busy London Street. Reebok captioned the ad on Instagram, “Some people don’t just wear Classics. They are Classics. Laila Morse for The Giveback.” 

Alongside Mores, the campaign also featured British drill rapper K-Trap, influencer Leo Mandella (aka Gully Guy Leo), and UK garage legend MC Bushkin. Fans of Mores and the ad seemed to enjoy the video most. In the video, the 80-year old soap star leaned into her “Big Mo” persona and waited on the side of the road with her shopping cart trolley. Then walks up to a mysterious van and is given a box of Reeboks, she tells the men inside, “thank you” and wheels her trolley bag away down the crosswalk. 

Mores got started on her acting career in 1997, cast by her younger brother, an actor and filmmaker Gary Oldman. She later won an independent British Film award at age 51. Mores’s big shot at fame later came as she was cast as family matriach in Sptember 2000 as Mo Harris or Big mo for a solid 16 years as main cast member, per The Sun U.K.   

The portraits taken for the campaign featured Mores aka “Big Mo” with a close-up of the elder actress's grey curls, stern raised eyebrows and wrinkles. This matches her character's persona as cheeky and sharp-witted, known for selling dodgy goods and pulling off family scams. The fans loved it and social media reactions have appeared overwhelmingly positive in response to the Reeboks collaboration. One Instagram user wrote,  “Whoever has thought of this, give them a pay rise 👏.” 

Another said, “Ohhhh! Just when I thought I couldn’t love her more! Hand this woman her damn crown now! 🙌🏾.” Another wrote, “This is the most iconic thing I’ve ever seen!”  

The Reebok brand has featured other cultural icons in the past such as Jay Z, Shaquille O’ Neal, Kendrick Lamar and 50 cent. The brand was the first to feature a non sports athlete with a shoe deal in 2003 when they partnered up with Jay Z for the S.Carter shoe, per XXL Mag. Reebok has a successful history partnering up with cultural trendsetters. Which has propelled the brand to continue to maintain its status as a major competitor of brands like Adidas and Nike. 

Reebok's decision to feature Mores was a departure from the celebrity/ athlete playbook, but it paid off by tapping into something equally powerful: cultural relevance and authenticity. Rather than relying on young athletes, popstars or traditional fitness influencers, the brand leaned into nostalgia, personality, and storytelling. Morse's recognizable "Big Mo" persona made the campaign feel unexpected and memorable.  

Though not every viewer may connect with the campaign in the same way. Because the creative concept relies heavily on More's popularity in the UK, international audiences unfamiliar with EastEnders may miss some of the cultural references that make the campaign resonate locally. While that could limit its impact in some markets, it also demonstrates Reebok's willingness to create regionally relevant campaigns instead of pursuing a one-size-fits-all global message.

For marketers, the Reebok campaign offers an important takeaway: authenticity is stronger for engagement than predictability. Brands don't always need the biggest celebrity or newest influencer to capture attention. Choosing ambassadors who have cultural significance, a compelling story, and a genuine connection with audiences  can strengthen brand identity, and inspire social conversation. 

Written by Hannah Lacy
Bio: Hannah Lacy is a digital content strategist with over seven years of experience in marketing and social media, and more than a decade of experience as a freelance writer contributing to various publications. A working mother of two school-aged children, she writes at the intersection of ambition and parenthood, with a passion for storytelling, advocating for working moms, and partnering with mission-driven brands and organisations.