Footwear and sports apparel brand Reebok has entered into a creative partnership with music mogul and entrepreneur Swizz Beatz.
As part of the collaboration, Swizz Beatz, who has worked as a producer, DJ, artist and designer, will actively engage with the brand on many levels, from developing various initiatives to working with the product.
His first role will be as curator of the “Reestyle Collective”, which the company describes as “a group of artistic minds that will conceive and produce creative content in the realms of dance, music, art and style – the community of Reebok Classics”. Swizz Beatz will work with other members of the group to develop campaigns, products, events and other projects, with an aim to strengthening the connection with Reebok’s global consumers in an innovative way.
Reebok also plans to activate a “Classics” digital platform on its global website www.reebok.com on March 31, which will feature an online magazine “ReeZine” with articles, videos, art and music within four street culture categories: Music, Dance, Art and Style.
In a design capacity, Swizz Beatz has given new artistic direction to Reebok’s latest Classic range and launched the Classic Lite collection. The Reebok Classic Lite range, consists of a range of styles, and uses detail fabrics such as mesh and suede uppers in eye-catching colours and 3D Utralite outsoles. The collection retails from $100 to approximately $150 and is currently available in Australia now, with new styles are to be released throughout the year.
Swizz Beatz also recently interpreted his own version of the popular basketball shoe, the Kamikaze III Mid. The Kamikaze II will only be available in Australia in June in limited quantities and will retail for around $180.
The partnership between Swizz Beatz and Reebok has only just begun but public relations manager for Reebok Anik Labreigne said this is not a one-off collaboration and the brand plans to work closely with him for more than a season.
Reebok Classics global head Todd Krinsky said 2011 was the start of something revolutionary for the brand.
“The partnership between Reebok Classics and Swizz Beatz is game changing. Collaborating with someone who has such immense talent and vision will only add to the momentum that Reebok Classics is building. 2011 is truly the start of something special.”