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Reebok’s New Collection Features J.I.D, Childish Major, Rejjie Snow & More [Video]

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REEBOK SPRING SUMMER ALTER THE ICONS COLLECTION 2019

Source: REEBOK / Reebok

Reebok is remixing the past, proudly. The apparel company has linked with a bevy of emerging artists, including Childish Major and J.I.D., to bring their newest drop to life.

With the launch of their “Alter The Icons” collection Reebok has partnered with a diverse body of performers ranging from Rap, design, modeling, production and turntablism. The complete line-up includes:

  • Childish Major, Atlanta-based, Grammy-nominated rapper and producer
  • J.I.D, standout Atlanta rapper at the forefront of a new school of lyricists
  • Rejjie Snow, a rap artist, designer and painter born in Ireland with a limitless persona
  • Juno Song, triple-threat model-stylist-songwriter from London who was this season’s breakout
  • Tayla Parx, singer-songwriter with credits for the music industry’s biggest powerhouses 
  • Amira & Kayla, 13-year-old twin sister DJs taking the international music circuit by storm

Featuring each member of the ATI collective, the campaign showcases key locations and scenes from the collective’s diverse origin stories. From a recording studio in Atlanta to an unassuming East London café, the clip explores how taking a second look at your past can generate the inspiration you need to build a brand-new future.

You can view the short film below.

You can see more from Reebok’s “Alter The Icons” drop here.

REEBOK SPRING SUMMER ALTER THE ICONS COLLECTION 2019

Source: REEBOK / Reebok

REEBOK SPRING SUMMER ALTER THE ICONS COLLECTION 2019

Source: REEBOK / Reebok

REEBOK SPRING SUMMER ALTER THE ICONS COLLECTION 2019

Source: REEBOK / Reebok

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Photos: Reebok

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Hip Hop, News

Reebok Shares Shots Of Cardi B Flexing In Her Classics Kicks

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Cardi B

New York rapper Cardi B dons more than just bloody shoes. The hip-hop diva has social media’s attention courtesy of footage showing her flexing in Reebok attire.

This week, Reebok treated fans to shots of Cardi posing in Reebok workout gear.

Yesterday, Reebok’s president came forward and confirmed the company’s decision to work with Cardi.

“For us, she really is emblematic of what our brand has done well over the years and that is to be bold, provocative and uninhibited,” Matthew O’Toole, Reebok’s president, told WWD. “If we look at some of the things we’ve done with Allen Iverson or being the first to sign musicians, or more recently with Kerby [Jean-Raymond] of Pyer Moss, when we are at our best we are with people who are comfortable living out loud and Cardi fits that.” (Just Jared)

Reebok is known for partnering with high-profile musicians over the years.

Reebok was the first athletic brand to partner with hip-hop artists including Jay-Z, Pharrell and Future, on their own footwear lines. The brand has also worked closely with female artists including Missy Elliott, Eve and Queen Latifah. Todd Krinsky, general manager of Reebok Performance, previously told WWD that the strategy has shifted from celebrities creating their own sub-brands and silhouettes to celebrities bringing attention to Reebok’s iconic sneaker models. (WWD)

Earlier this year, Cardi and pop star Bruno Mars wore Reebok kicks in their “Finesse Remix” music video.

Mars danced in Reebok Court Victory Pumps, which was worn specifically by tennis pro Michael Chang in the early 1990’s. His dancers were also spotted in old-school kicks from Nike. Cardi B dressed the part, also donning black and gold Reebok classics. Let’s just say she is giving Jennifer Lopez a run for her money as the ultimate Fly Girl. (Footwear News)

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