Have enough room in your shoe closet for more footwear? Good, because you are going to LOVE this.
Just recently, Reebok Classic announced the next generation of the Alter the Icons family with the help from none other than Lil Baby, an American rapper, in their latest campaign that can be viewed here.
Featuring classic footwear with reinterpretations of Reebok’s iconic Starcrest and vector logos, the campaign brings attention to the brand’s unique approach to heritage. In other words, that the tradition isn’t canon, but more so contemporary thinking.
To officially launch the campaign, Reebok is dropping the new product in a street-level pop-up type of fashion which will salute New York’s famed street merchant culture. To go into details, the street merchant will set up a shop at 10 a.m. sharp outside Foot Locker’s NY Flagship on 34th Street in Herald Square which will feature street-legal spins on classic Reebok merchandise. This event will be open to the public so don’t forget to spread the word to family and friends!
“With this launch pop-up activation, we wanted to pay homage to something that has not only been a part of New York City’s street culture for decades, but speaks to the spirit behind what Alter the Icons is all about–challenging convention and breaking the rules,” says Neal Taylor, General Manager of Reebok Classic.
Thought the excitement and hype ended there? Think not! The campaign will continue by broadcasting a series of video profiles that feature a selection of various artists who dare to be different which include Lil Baby, Saweetie, Bodega Bamz, JAY IDK, and MadeinTYO–showing each of their individual paths to success. Inspiring, right? A trailer for the series featuring these visionary artists can be viewed here.
“Alter the Icons is about celebrating those who have similarly broken custom within their mediums–fashion, music, design, art–by using their own ‘spin’ to alter traditional paths to success…We see these five artists as role models for bold cultural departure, inspiring a likeminded generation of rising creative to push boundaries and march to the beat of their own drum,” Neal Taylor further adds.
You can always check out the first drop of the Alter the Icons collection on Reebok’s website here that features the Classic Leather as well as Workout Plus silhouettes–both that are available for purchase today. You can also check them in in various footwear stores such as Foot Locker, Lady Foot Locker, Kids Foot Locker, SIX:02, Champs Sports, and Footaction for $85 while supply lasts!