This Wednesday, Reebok invited us and a few other media friends out to the Blazers/Knicks game at MSG to introduce their new “Icons” campaign.
Reebok has always been a brand that hip-hop has identified itself with. The memorable history of the brand goes back to the early ’90’s both on and off the court. While many sneaker brands were only establishing relationships with athletes, Reebok aimed to bring hip-hop and athletics together and really bridge the gap between the two.
At the peak of bridging that gap, came the Allen Iverson and Jadakiss commercials that so many people loved. That commercial exemplified what Reebok was trying to accomplish. Allen Iverson was a hero and inspiration to so many at the time, not only for his play on the court, but because of the breed of individual he was. When it came to hip-hop and basketball, he was it. He was the face of the brand for so many years, so when his career began to tire out, Reebok did as well.
Although they had a dry spell for a few years, Reebok is officially back with a vengeance and is determined to bring back that spark they once had. On the court they have already made significant strides with the new Zig-Tech line and with John Wall as the new face of Reebok basketball. However Wednesday night at MSG was all about Reebok’s return off the court. The Classic Icons campaign is lead by Swizz Beatz, who has played an instrumental role in bringing Reebok back as a lifestyle brand. Rick Ross, Mike Posner and Tyga have all recently jumped on board with Reebok.
For the first half of the game, we were able to speak with the artists briefly to talk about the new campaign. With the Garden buzzing with emotion – because Knicks’ head coach Mike D’Antoni had resigned just hours prior to tipoff – it was a bit difficult to hold a conversation. But we were still able to get some info from Rick Ross and Swizz Beatz about their relationships with Reebok, Reebok’s affiliation with hip-hop, and the future of the brand going forward.
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Dime: How did your relationship with Reebok start?
Rick Ross: Well other than me being a fan from a kid, it really started with Swizz reaching out. We did the track “Reebok Back”, I collaborated with Swizz and it was something that was just dope man. I felt like at the time Reebok was the really the only iconic sneaker brand that was really in the streets with the artists. It was the only brand that was willing to take that challenge. They gave artists a chance, other than just wearing the product, they really interact with artists and help artists put out videos and virals and so on and so forth. That was a great look for Meek Mill and what we’re doing collectively, so I thought it all made sense man. It was just another sign of the times that Reebok was ready to make a run and I wanted to be a part of it.
Dime: Tell me about your involvement with the brand
RR: Well really we just getting the situation kicked open, but really with me it’s all about the freedom of expression and style. With me being a sneakerhead and a fan of Reebok from day one it feels great that now I’m finally in a position where I could design some of the jackets that I wear, and rock the footwear that I’ve been a fan of for so long. I just want to make some of my things feel custom even though it may not be and that’s something I’m gonna be able to bring to the brand. So I’m actually proud to be in a position where I could rock these everyday and excited to be a part of the Reebok team.
Dime: Over the years Reebok has showed more love to the hip-hop industry than any other brand. Why do you think they relate so well to the hip hop culture?
RR: I think it was obvious that Reebok was the brand that really extended their hand to the culture from the beginning. At the end of the day that’s what it’s about, bonding with who’s gonna make sure the culture progresses. That’s what’s important to hip-hop at the end of the day. Reebok was there when hip-hop was in its growing stages, and now we’re bringing that same relationship back for hip-hop in a new generation.
Dime: The main focus of Reebok is to make timeless footwear. Do you think they go through some of the same struggles you go through to make timeless music?
RR: Of course, I think becoming a classic is all about the grind. I think starting at nothing and working up to be considered as one of the greatest, one of the hottest, that’s what makes a classic. The story needs to be classic as well. Reebok’s story has been classic for so long. When I think back to the Dee Brown dunk with the Pumps, I was a young dude at the time but that’s what was happening. Now it’s been over two decades later and Reebok is still influencing the culture.
Hit page two for a Q&A with Swizz Beatz.
Dime: How did your relationship with Reebok start?
Swizz Beatz: Going back to when it all started, they had got word that I was working with Christian Louboutin. They needed someone to come in that knew the culture, that knew design, someone that the people were familiar with. We had a meeting, I met the CEO, and the next thing you know the deal was done.
Dime: What were your thoughts when they asked you to design a sneaker concept? Did you feel any pressure to play such a crucial role in brining Reebok back?
SB: That was my initial arrangement going in the door. To be a part of the design team, to overlook the brand and be a creative director. They wanted my input from the get go. I don’t do endorsement deals. Anything I do I have ownership or play a big role in, because our culture needs to change. Endorsement deals are cool, but when it comes to that, we don’t own anything, we don’t have equity in anything, so I wanted to use my deal to sort of change that and be that inspiration for other artists to start doing the same.
Dime: How long had you been designing before working with Reebok? Or was it relatively new to you?
SB: My first design was when I partnered with Kid Robot. I produced an apparel line with them. That was my first hands-on experience. Luckily that was a good success for my track record going forward. I gained a lot of experience designing after that and thankfully Reebok had faith in my creativity.
Dime: Where did you draw the inspiration from for the new Kamikaze?
SB: Of course it was somewhat inspired by the old Kamikaze. So I seen the vision of that and then my design team had visions as well. So what we wanted to do was decipher the whole thing, start from scratch and renovate the whole shoe, but still hold it true to its title and heritage.
Dime: Why do you think Reebok relates so well with hip-hop culture?
SB: I mean if you go back you’ll see that Rakim had on the whole Reebok sweat suit with the gold joint on with the Classics on his feet, so it connected even back then. But after that generation they had a little dry spell and I took advantage of that dry spell because I knew what we could turn it into a wet spot so to speak. It was just a great opportunity to be a part of a rebuilding project. To take something so classic and so original and help it catch up with our generation and bring it back to life is such an exciting project. With me, Ross, Tyga and Mike Posner, we’re just the beginning of what’s gonna to be something extremely special. Reebok is back and it feels great.
What do you think?
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