Reebok's "Made to Be Worn" was a central brand story for Fall/Winter 2023. Originally named "Icons Uprise" and later "FOMO is Dead," the concept was developed in response to the growing consumer demand for sustainable products emphasizing quality and longevity. It celebrated Reebok's icons—timeless products remastered for durability and frequent wear, designed to transcend trends and improve with age. Unlike pristine, untouched sneakers, these items showcase a rich patina that develops with regular use, highlighting the craftsmanship and beauty of imperfection.

Ultimately, this narrative was inspired by the idea that items grow more beautiful and personal over time, encouraging wearers to appreciate products that not only look loved but also endure through life's adventures, becoming enduring elements of personal history.