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All NEW @SHAQ Attaq @Reebok @THEREALSWIZZZ
In 1992, Reebok was looking to make the strongest possible statement on the court. At the time, the brand had success with key basketball silhouettes including The Pump, however Reebok desired to make an even bigger, bolder impact.
Reebok: Project 2013 – Shaq Interview with Swizz Beatz from Digital Wave Media Group on Vimeo.
‘‘What we needed was a larger than life presence, a basketball prodigy that would forever change the game. And, Reebok got just that when we partnered with arguably the most dominant player in the league, Shaquille O’Neal,’’said Reebok’s Vice President of Classic, Basketball and Entertainment, Todd Krinsky.
After partnering with the brand, Shaq went on to become Rookie of the Year and play in two of the most revered basketball shoes of all time — the Shaq Attaq and the Shaqnosis.
Today, at a packed press launch at the Project Trade Show in Las Vegas, Reebok Classic welcomed the legendary Shaq back to the family. Kicking off with Reebok’s Todd Krinsky highlighting 2012 and early ’13 successes including the Iverson collection, Pump bringbacks, Kamikaze, T-Raww and more, Krinsky went on to give credit to Swizz Beatz, Reebok Classic Creative Director who was instrumental in the brand’s return to the main stage.
Longtime, close friend of Shaq from back in his playing days, Swizz knew the time was right to bring back the iconic Reebok Classic Shaq Attaq and Reebok Classic Shaqnosis. Swizz brought Shaq on stage to reminisce about being the first athlete with a signature shoe for Reebok, his days in the league, his first Reebok ad, doing music with Shaq, and more. Swizz and Shaq also talked in depth about the Reebok Classic Shaq Attaq and Reebok Classic Shaqnosis. At the end of the event, Tyga made a special appearance for a photo opp on stage with Swizz and Shaq.
Reebok Classic Shaq Attaq — A highly anticipated bringback from 1992, the Reebok Classic Shaq Attaq drops on April 19th for $160 at key retailers includingJimmy Jazz, Shiekh, Villa, City Gear, DTLR, Shoe Palace, and on Reebok.com.
The legendary Shaq Attaq features Pump technology on the tongue, which gained tremendous equity with players at the time. Providing the ultimate in lightweight technology, the Shaq Attaq features Graphlite. A first of its kind lightweight technology, Graphlite is a plastic, incredibly strong fiber which allowed Reebok to strip away heavy rubber to create a sleeker, lighter silhouette. Graphlite technology keeps the shoe light, while still providing incredible stability. From a design perspective, the Shaq Attaq reflects the brightness of Orlando blue, the silhouette takes color phenomenally and was the perfect bold look for a player like Shaq.
Reebok Classic Shaqnosis — Debuting for the first time in 1995, Reebok Classic is bringing back the Shaqnosis on July 19th for $125 at key retailers includingFinish line, Foot Locker, Jimmy Jazz, Shiekh, City Gear, Shoe Palace and on Reebok.com. At the time the Reebok Classic Shaqnosis was created, designers had a strong desire to create a shoe with a truly polarizing look for Shaq, arguably the most visible guy on the court. Reebok knew that the Shaqnosis was a ‘‘love it or hate it’’ model, and the brand fully embraced the controversy the shoe evoked. The energy behind the Shaqnosis was so strong that it led to a spin-off collection called Mobius. The Mobius line played off the Shaqnosis inspired 50/50 black/white split, making it the ideal statement look on the basketball court or baseball field. Other styles in the Mobius collection included The Big Hurt with baseball great Frank Thomas and The Blast with basketball icon Nick Van Exel.
Stay tuned for styles such as these to be brought back by Reebok Classic in the future…
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Hey Boyfriend: New @Reebok “Dibello Mid Stud”
The Dibello Mid Stud is a new style that Reebok developed for 2012. The shoes features a more dressy silhouette than what you might expect from Reebok Classics. The high top sneaker with double Velcro strap closures adorned with black studs, and has hits of suede at the collar and toe with a white cup sole.
Swizz Beatz is a big fan of the style, and check out images below of Meek Mill copping the kicks in black at a recent concert in DC. The style will also make a cameo on Roscoe Dash’s new mixtape.
Product Info: Primary Colorway: Excellent Red/Black/White
Secondary Colorways:
– Black/White
– Paper White/Excellent Red/Black
– Rivet Grey/Salty Grey/WhitePrice: $90.00
Store Availability:
– Finish Line (http://www.finishline.com/)
– Shiekh’s (http://www.shiekhshoes.com/)
– Villa (http://www.ruvilla.com/main/)
– Jimmy Jazz (http://www.jimmyjazz.com/)
– Shoe Palace (http://www.shoepalace.com/) -
REEBOK AND @THEREALSWIZZZ ANNOUNCE “IT’S SHOWTIME!”
REEBOK CLASSICS LAUNCHES HIGHLY-ANTICIPATED REETHYM OF LITE CAMPAIGN
[NEW YORK, NY – July 20, 2011] – Last night in New York City, to an audience of global celebrities and influencers, Reebok Classics and Swizz Beatz unveiled their biggest joint project to date – the 2011 Reethym of Lite campaign. The campaign celebrates the new Reebok Lite footwear and apparel collection – iconic Reebok styles with cutting-edge technology – through Swizz’s own interpretation of the Reethym of Lite.
”The Reethym of Lite campaign connects people to something they hear on the radio, see on the TV, enjoy at a party – and also see as a commercial during their favorite show,” said Swizz Beatz. “For me, the Reethym of Lite is an “International Party” – it connects the sneakers being light, the rhythm of dance, music, art and style and the rhythm of the people, the fact that everyone should have light in their life. Reebok and Swizz are taking Reebok Lite and the Reethym of Lite global.”
The campaign is the latest step in a partnership that is redefining the traditional definition of an artist-brand collaboration. Reebok enlisted the platinum producer, artist, designer and philanthropist as the creative director for this campaign, which marks the return of Reebok Classics to TV.
Swizz’s musical vision of the Reethym of Lite came to life with an “International Party”. Swizz adds, “When I finished the record I knew it was a perfect fit for the campaign – it just felt right”. With the lyrics and the beat in place, Swizz felt he was ready to visually bring the Reethym of Lite to life, and he knew the perfect man for the job – globally-renowned music video director Chris Robinson.
For Swizz’s interpretation of Reethym of Lite to become a reality, Swizz and Chris worked with some of the top creative minds in the industry, including choreographer Hi-Hat and laser light artist Eliav Kadosh. Hi-Hat selected a core team of 25 dancers from around the world to bring the vision of the Reebok Lite sneakers and dance to life. The nine principle dancers, who feature prominently in the music video and the Reethym of Lite campaign, include up-and-coming stars of the street dance world including Lil Buck, Haspop, Destini Rogers, B-Boy L.L. Flex, Kelli Divincen, Daniel Graham, Duncan Tran and B-Boy Lil’ Bob. In addition to these dancers, more than 150 extras participated in a climactic scene – a true “International Party.”
On the set in California at Downey Studios – the birthplace of the Apollo space program – Light Rave International created laser installations and light effects. Pushing the limits of laser light art, the team created a cutting-edge effect using lasers, smoke and an acrylic box. The end effect is that of a multi-dimensional Classic R enclosed within a box.
Todd Krinsky, Head of Classics for Reebok, said, “Over the past year, we’ve really focused our efforts to create great products that sit at the intersection of life, sport and style. In our Classic Lite collection, we’ve updated iconic Reebok styles with materials, colors and styling details that appeal to people who live their lives at the intersection of dance, art, street culture and sport – and it’s these people who we wanted to celebrate in the Reethym of Lite campaign. Swizz understands where we want to take the brand, and with this campaign, we’re on our way to success.”
From the beginning, Reebok and Swizz decided that all elements of the campaign should be integrated, creating a visual synergy between the TV commercial; print, out-of-home and online advertising components; and the music video. Additional elements around the campaign, such as behind-the-scenes access and interviews with Swizz, Chris, Hi-Hat, the dancers and more, are available on WeRClassic.com.
The Reebok Lite collection is currently available in retail outlets around the world for both men and women. The Reethym of Lite TV spot premieres today on www.WeRClassic.com.
About Reebok
Reebok International Ltd., headquartered in Canton, MA, USA, is a leading worldwide designer, marketer and distributor of sports, fitness and casual footwear, apparel and equipment. An American-inspired global brand, Reebok is a pioneer in the sporting goods industry with a rich and storied heritage in running, training and fitness. A subsidiary of the adidas Group, Reebok operates under the multiple divisions of the Reebok brand, Reebok-CCM Hockey and the Sports Licensed Division. For more information, visit Reebok at www.reebok.com.
Of course we went to see what all the fuss was about 🙂 Here are some pics.. enjoy!
@TEYANATAYLOR
#Reethym!
Slurp - Uncategorized
Alicia Keys
With all of the negative press she’s been getting, I thought I’d shine a lil light on the soulful songstress that I still love and admire… Lets forget about what she does or doesn’t do in her relationship (or anyone else’s) and get back to why we love Alicia Keys… 10 obvious reasons!- raised by single mum-tri racial(irish/italian/Jamaican)
- graduated professional performing arts school at 16
- curvy but classy-her debut album sold over 12 million copies worldwide
- her debut album earned her five Grammies in 2002
- the 1st female to have an MTV Unplugged album debut at number 1
- she’s an aquarius (friendly, humanitarian, honest, loyal, original, inventive, independent, intellectual)
- she plays the piano and has since she was seven yrs old-her voice is extraordinary
- philanthropist (co-founder/global ambassador of Keep a Child Alive non-profit org providing meds to fams with HIV & AIDS in Africa
Just a reminder… xoxo
