As we’ve seen with past drops featuring Saweetie, Bodega Bamz, Jay IDK and most recently MadeinTYO, Reebok is fully tapped into the current wave of rap stars when it comes to its “Alter the Icons” campaigns. The latest arrives just in time for the SS19 season, and includes even more burgeoning Hip-Hop MCs fronting the new ad rollout.
The power players spearheading things this time around include ATL-bred all-star J.I.D, fellow Atlanta rapper Childish Major, rising singer-songwriter Tayla Parx, multifaceted rapper Rejjie Snow, 13-year-old twin DJing duo Amira & Kayla and London’s own Juno Song to complete the team of influencers. As each of these talents can claim a stake in the worlds of fashion, art and music amongst other creative areas, it makes perfect sense for them to be the faces of Reebok’s ATI initiative that seeks to alter the norm and shift things into a new direction that will create a new future of fashion overall. Keeping with the Classic Leather and Workout Plus as a base for alterations, the heritage sportswear brand got it right from all angles, from the colorways and construction all the way to those featured in the short film.
Shop the Reebok Alter the Icons SS19 collection right now at Reebok.com, the brand’s retail locations and via Foot Locker as well. Watch the official campaign video above, and peep all three initial colorways below: