Reebok collaborates with Swizz Beatz
Sports apparel and footwear 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.
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.
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.
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.”
