‘Alter the Icons’ is Reebok Classic’s newest collection that features classic footwear with re-imaginations of the brand’s iconic Starcrest and vector logos.
The collection looks to lead the future generation of designers, artists, and other visionaries in challenging them to dare to alter their paths.
There will be an exclusive pop-up event hosted by Reebok Classic to commemorate the event. Taking place at the 34th Street Foot Locker in Manhattan (112 West 34th Street), the event will be from 10am – 7pm, and will feature surprise appearances from talent.
Additionally, the event is a way for Reebok to honor the spirit of the collection by connecting the classic urban bootlegging subculture with heritage-hacked sneakers. It’s a homage to the fact that Reebok has no ceiling when it comes to the brands’ future creativity.
“With this launch pop-up activation, we wanted to pay homage to something that has not only been a part of New York City’s street culture for decades, but speaks to the spirit behind what Alter the Icons is all about — challenging convention and breaking the rules,” Neal Taylor, General Manager of Reebok Classic, said in a statement.
The first set of the ‘Alter the Icons’ collection, which features the Classic Leather and Workout Plus silhouettes, is available now for $85 over at reebok.com, online and in-store at Foot Locker, Lady Foot Locker, Kids Foot Locker, SIX:02, Champs Sports, and Footaction. The footwear styles are limited.
Furthermore, the campaign will roll out a series of video profiles from a selection of up-and-coming music artists such as Saweetie, Lil Baby, Bodega Bamz, JAYIDK, and MadeinTYO. The purpose of these profiles is to share the unconventional paths to success these artists have taken while also highlighting a similar departure from creative tradition.
“Alter the Icons is about celebrating those who have similarly broken custom with their mediums — fashion, music, design, art — by using their own spin to alter traditional paths to success. We see these five artists as role models for bold cultural departure, inspiring a likeminded generation of rising creatives to push boundaries and march to the beat of their own drum,” Taylor concluded in a statement.
For more information, visit reebok.com/us/alter and follow #AlterTheIcons on social media for any upcoming news and updates.
Source: Reebok / Images courtesy of Reebok