After lighting up New York with Cam’ron and Trevor “Trouble” Andrew, Atlanta was the next stop on Reebok Classic’s tour of the U.S. with its 3:AM content series. The brand partnered with Atlanta natives FRKO RICO and collective Love Renaissance, and it felt like the entire city showed up to support them at the launch.
On Thursday, Reebok and Foot Locker unveiled a new limited footwear and apparel capsule collection, LVRN x FRKO, for the second chapter of 3:AM. The content series showcases late-night creativity and the inspiration artists can get when nearly everyone else is asleep.
Reebok hosted the launch party in a massive warehouse that had been decorated with graffiti by FRKO RICO, an Atlanta artist that has worked with the likes of Action Bronson and Gucci Mane. (We interviewed Freako Rico to learn more about his Classic Leather, why he wanted to work with Reebok, and more, so check that out here.) LVRN, an Atlanta-based music management company, record label, and publishing company, drew huge crowds to the event. Simi Haze and rapper Sheck Wes performed for enthusiastic and dancing crowds.
LVRN, or Love Renaissance, has five founders — Junia Abaidoo, Justice Baiden, Tunde Balogun, Sean Famoso McNichol and Carlon Ramong — that all showcase smarts, entrepreneurial spirit, and a deep passion for music that is outside of the norm.
“We’ve never tried to play by the rules,” said Justice Baiden in a statement. “Reebok Classic and Foot Locker gave us the chance to reinterpret icons and to be the first music management company to have its own sneakers. We’re excited to bring the energy of Atlanta to the world through these designs.” The collective’s sneaker is inspired by the three colors used in the MARTA logo, the public transit system in Atlanta.
Freako Rico’s Classic Leather also stays true to Atlanta. “I wear Reeboks — I grew up wearing them,” Freako told WearTesters in an interview. “I’m from Atlanta, and they were big here. They were bigger than Jordans at one point!” His sneaker accentuates the gum bottoms to match the infamous Georgia “red clay.”
The LVRN x FRKO RICO x Reebok Classic 3:AM Atlanta collection is available exclusively at FootLocker.com. Two Classic Leathers are available for $100 each, as well as a Workout Plus for $120. All three feature buttery smooth premium leather.
You can check out the 3:AM Atlanta short film below.
Source: Reebok Classic