A new study commissioned in the UK by Reebok as part of their international ‘My City My Sound’ campaign, has revealed that half of young adults still living in their hometown can’t wait to escape - because they don’t feel they are able to reach their full potential. The majority of young British people can't wait to find the place to call home – to aid in ‘boosting creativity/reaching goals', according to the new research.
The study was commissioned by Reebok Europe who have partnered with with MTV to release a three-part digital series which tells the stories of individuals who choose to push boundaries and actively pursue their dreams. Josephine Walters, Reebok’s Senior Director said: “Where we live can have substantial impact to how we are as a person. The inspiration we draw from the city or place we live in is almost subconscious and an essential part of our choices – there may come a time where we might outgrow somewhere and it is time to find something new in order for us to grow as a person, and we feel the results show just this.
“The UK is filled with vibrance and exciting cities to live in or even as a weekend getaway. It’s amazing how so many cities also have various diverse communities within them, with different music scenes, fashion trends and tastes that reflect the specific cultural nuances of the people.”
The survey also revealed the cities young British people would most like to move to, which include London, Manchester and Leeds, the destination of the final film of the series. This campaign has seen Reebok Europe partner with MTV to release the three-part digital series which tell the dynamic stories of inspiring individuals who choose to push boundaries and actively pursue their dreams.
“My City, My Sound’s” storytelling format explores the unique style and inspiring stories of individuals in France (Marseille), Germany (Leipzig) and the UK (Leeds), highlighting artists who are transforming their communities through music, dance, sport, and activism.
This co-created content reflects Reebok and MTV’s core values of embracing talent who think big, chase their dreams, whilst bringing change to the world around them. In each episode, Reebok will walk and talk with the featured protagonist through their city as they discuss the community that has shaped them as individuals and artists. The episodes also profile the local music scene that has given the city’s youth and wider fanbase a sense of purpose and belonging.
The top 10 most exciting UK cities to live in, according to 18- to 30-year-olds:
- London
- Manchester
- Edinburgh
- Brighton and Hove
- Liverpool
- Bristol
- Glasgow
- York
- Leeds
- Oxford
