Reebok Classic is all about celebrating, well, the classics! Today, linking with Foot Locker for a special in-store experience, the sportswear stalwart launches its new “Alter the Icons” campaign, giving the ultimate rework to some classic silhouettes with help from Hip-Hop’s most promising emerging MCs.
The activation gets help on the rollout from rap stars Saweetie, Lil Baby, JAYIDK, MadeinTYO and New York’s own Bodega Bamz (seen above), with each rapper showing off the Classic Leather and/or Workout Plus silhouette in their own way, displayed amongst backdrops that properly represent their individual backstories. The shoes incorporate reinterpretations of the Starcrest and vector logos synonymous with Reebok, which drives home the overall theme of influencing consumers to dare and alter their reality.
The campaign launches today in the most New York way possible: a street merchant booth outside the 34th Street flagship Foot Locker store! The one-day-only set-up is a play on “street-legal” spins on classic Reebok merch, including T-Shirts, tote bags, sunglasses and three summer-ready colorways for the Workout Plus. Accompanying video profiles will soon come from the featured musicians in the campaign, with each rapper showing how they took the altered path to stardom.
See each master of the mic show off their altered steez in the lookbook images below: