The Iconic’s latest campaign stars Paralympic and Olympic stars aimed to normalise disability
Rheed McCracken was 11 the first time he saw someone like him on the TV – he hopes to help normalise people with disabilities through a new campaign with a major clothing label.
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The spotlight isn’t something Rheed McCracken craves.
But if it means giving young boys and girls living with a disability something he never had growing up then the three-time Paralympian is more than happy to smile for the camera.
McCracken, 27, and fellow aspiring Paralympic swimmer Alexa Leary, star in The Iconic’s latest fashion campaign alongside able-bodied Olympians Rohan Browning, Rachael Gunn and Calab Law.
During the Got You Looking campaign, The Iconic will share the athletes’ incredible stories, focusing on their triumphs, challenges and how comfort and style play into their sporting lives.
McCracken, a five-time Paralympic medal winner, was born with cerebral palsy but hasn’t let it stop him from doing anything.
He competed in sprinting, discus, shot put and long jump as a junior at West Bundaberg Little Athletics.
When he was 13, after several operations McCracken decided to begin using a wheelchair.
McCracken said he first saw someone on television with a disability in 2008 when watching the highlight reel of the Beijing Paralympics on the ABC.
“It wasn’t that common,” McCracken said.
“The Beijing Paralympics was my first real exposure to seeing people like me. It made me think I could do that as well.
Four years later he did and won silver in the 100m and bronze in the 200m. He was just 15.
When modelling for the Iconic’s latest campaign was pitched to him, he saw it as a chance to show others they weren’t alone.
“The movement now, not only seeing Paralympians on mainstream TV but seeing them doing different things, like in the fashion world, makes it more normal, it’s really cool and important,’’ he said.
“It’s something I feel proud to be part of because I didn’t necessarily get to see a lot of that.”
Leary, 22, hopes to qualify for her first Paralympics at next month’s trials.
The Sunshine Coast swimmer suffered a traumatic brain injury in a cycling accident in 2021.
She is in top form before the trials and set a world record in the S9 100m freestyle just last week.
Leary said the chance to be a part of the incredible campaign was “amazing”.
“To see Para-athletes in a campaign such as this one with the Iconic is incredible,” Leary said.
“This campaign is all about turning heads and I love that my story fits so well into this as I’ve been able to overcome huge obstacles thrown in my direction.
“I always feel so much pride and joy when para-athletes get a platform.
“It is so inspiring and encouraging to so many people all over the world.
“It just shows that you can achieve your goals and do whatever you set your mind to.”
The Iconic CEO Jere Calmes said the campaign was everything for which the brand stood.
“The Iconic is known for doing things that turn people’s heads – much like these five athletes who have set their sights on Paris to represent Australia on the world stage,” Calmes said.
“We are absolutely privileged to be working with them.”
Originally published as The Iconic’s latest campaign stars Paralympic and Olympic stars aimed to normalise disability
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