Reebok has confirmed its return to all-star February 18-19, where the brand will offer Cleveland 2022 attendees an immersive retrofuture “Bok Door” experience showcasing the upcoming Question Mid 25th Anniversary and brand new Instapump Fury Zone. The RSVP-only event takes place in downtown Cleveland and will welcome Reebok friends like Myles Garrett, Dee Brown, Allen Iverson, Shaquille O’Neal, and more, over the weekend.
Showing just a few weeks after the launch of its new “Life is Not a Spectator Sport” campaign, Reeboks’ 2022 all-star experience will pull attendees into a sneaker-culture “time machine” exploring the brand’s heritage and future.
“Pump, Question, Fury—Reebok is legendary in basketball and sneakers, so I’m happy to work with the brand in telling its story in Cleveland,” commented all-pro football player and Reebok partner, Myles Garrett. “This is a big weekend for the city. I hope to see tons of fans and friends at the festivities, and look forward to hanging with the Reebok community, playing games, showing some cool new shoes, and just having a good time.”
The activation will first take guests back to the 90s vintage sneaker store scene, highlighting Reebok’s basketball heritage through Allen Iverson’s iconic Question Mid and the upcoming Question Mid 25th Anniversary, a silver iteration dropping February 17th. This 25th “Silver Anniversary “Question Mid marks the final installment of a year-long celebration of Iverson’s prolific ’96 rookie season and his first signature Reebok shoe–one that has forever changed sneaker history and basketball culture.
Visitors will then be catapulted decades into the future through the “Bok Door” and a transformative space mixing iconic Reebok basketball moments and technologies. These elements and storylines will come together to present the all-new Instapump Fury Zone—dropping February 19th—that offers a modern interpretation of Instapump Fury design language, paired with Pump technology, and built for the modern-day blacktop with style and comfort all-in-one. In this futuristic space, guests will enjoy Reebok hoops-inspired activities, video games, exclusive custom gear, and appearances by brand partners.
About Reebok
Reebok International Ltd., headquartered in Boston, MA, USA, is a leading worldwide designer, marketer, and distributor of fitness and lifestyle footwear, apparel, and equipment. An American-inspired global brand, Reebok is a pioneer in the sporting goods industry with a rich and storied fitness heritage. Reebok develops products, technologies, and programming that enable movement so people can fulfill their potential. Reebok connects with the fitness consumer wherever they are and however they choose to stay fit—whether it’s functional training, running, combat training, walking, dance, yoga, or aerobics. Reebok Classics leverages the brand’s fitness heritage and represents the roots of the brand in the sports lifestyle market.
