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REEBOK: The Art of Reinvention

While 5411’s might be a thing of the past, the collaboration between Swizz Beatz and Reebok Classics may just be what the sportswear doctors ordered to revitalize the Classics brand.

Words: Aimstar
Images: Courtesy of Reebok

Last night Reebok Classics and Swizz Beatz hosted the global launch party sponsored by Hennessy Black for the new Reebok Classics “Reethym of Light” campaign. Held at the swank Espace to a couple of hundred industry insiders and a few recognizable heavy-hitters including Jay-Z, Beyonce, Sean “P. Diddy” Combs, Gayle King, Pharrell Williams, Clive Davis, DJ Khaled, Busta Rhymes, Lloyd Banks and more, the event featured a couple of items from the Classics collection on display and a special 30-minute set by the new Creative Director of the Classics Brand, Swizz Beatz, afront of a live band. Lloyd Banks made a surprise appearance to perform “Start It Up,” while Alicia Keys, who is also featured in the campaign alongside her beau, sat majestically in the VIP area wearing a green fitted dress—color-matching Swizz in celebration of his new feat.

Talk about reinvention, the event proved that Swizz’s new appointment is the new blood necessary for the brand to the younger set, many of whom have considered the brand fledging as opposed to successful since jumping aboard the Nike or high-end designer footwear train. Whether Reebok Classics will really let the creative genius of Swizz Beatz speak louder than the murmurings of the ’90s era being in style again is anyone’s guess, but one thing is certain: Reebok is back and they ain’t half-stepping.

Images courtesy of Reebok.

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