Future and Reebok's 'fearless' collaboration
Future was the perfect person to pull off launching Reebok's new InstaPump Fury sneakers, according to the brand's Vice President Todd Krinsky.
Future’s “fearless” nature made him the perfect collaborator for Reebok.
The hip hop artist’s first collaboration with the sportswear giant dropped in September (16), featuring a range of athletic and varsity jackets and embroidered T-shirts in conjunction with his own apparel line Freebandz.
Now he has teamed up with Reebok on its InstaPump Fury Overbranded sneakers, a simple black and white design which he has been rocking during his Summer Sixteen Tour with Drake. Freebandz’s creative director, Fred Foster, describes it as a natural partnership as both parties have powerful messages.
“Reebok is known for being a fearless brand and they always had the right knack for finding the right artist to work with,” he told Footwear News. “The relationship with Future just worked and made sense because he is that fearless artist.”
Although Future didn’t design the shoe it was his interest in the original silhouette during a meeting with Reebok around nine months ago that led to its new 'Overbranded' look and help establish the InstaPump in the U.S. Todd Krinsky, Vice President of Reebok Classic, describes the musician as the perfect “vehicle” to get the product across to its target audience.
“We identified Future really early in the game because he’s one of these guys that’s creating his own lane from a style perspective," Krinsky added. "He is doing something different than everyone else. He would be able to pull this off.”
The collaboration between Future and Reebok doesn’t stop there though, with Krinsky confirming a new, up-to-date version of the brand’s classic Runner to arrive next year (17).
“He’s willing to take a risk and push the boundaries in fashion,” said Krinsky. “Anytime you get a real creative person like that who has a passion, you get great results.”
The InstaPump Fury Overbranded shoes are available now on Reebok's website and footaction.com.
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