words // Brandon Richard
Ahead of tonight's VMAs performance, Reebok has announced an exclusive partnership with 14-time Grammy Award winning singer, songwriter and producer Alicia Keys. As part of the new partnership, Keys will be featured in Reebok Classics' Fall/Winter 2012 global campaign with the launch of a limited edition signature collection.
This Fall/Winter's collaborative collection consists of a new take on the Freestyle Hi (aka 5411), Freestyle Double Bubble, Classic Nylon Slim and Princess. Alicia worked closely with Reebok's product design teams on every aspect of the project, from picking her favorite Classics silhouettes to selecting materials and colorways. The result is a collection with luxe fabrics, on-trend styles and statement-making elements.
“I’ve been a Reebok fan ever since I put on my first pair of 5411’s,” said Keys. “Collaborating with Reebok and designing this collection has been such a cool experience because I’ve been able to tap into my creativity in a whole new way. Reebok’s one of those brands that have endured the test of time and partnering with them felt like a really natural fit.”
Supporting the collection's launch, Reebok will premiere a new Classics campaign starring Alicia during tonight's 2012 MT Video Music Awards broadcast. Directed by Samuel Bayer, the ad showcases Keys' soul-searching journey to the top against the world's greatest canvas and her hometown - New York City. The TV campaign will be supported with print and digital media, as well as retail activations, social media and PR. You'll also be able to view the campaign online this afternoon.
Todd Krinsky, Head of Reebok Classics, says, "Alicia has been a long-time fan of Reebok and we are huge fans of hers, so it is really a perfect fit. Our partnership with her is not just a shoe deal, but a true partnership where she can show her creativity outside of music. She¹s been intimately involved in designing her collection and in developing a campaign that is perfectly Alicia and Reebok - celebrating the empowerment of young women around the world."
The Alicia Keys x Reebok collection is currently available at Finish Line, Footaction, Macy’s, City Gear, Reebok.com and additional retailers nationwide.