Reebok and Future Took Over NYC with the ‘Overbranded’ Pop Up

On Snapchat earlier this week we gave WearTesters fans a look inside the Future x Reebok Fury Pop Up Shop, hosted at Footaction on 125 West 33rd Street in NYC. The Reebok InstaPump Fury ‘Overbranded’ debuted at the pop up, first in a pre-sale, then to the public.

The pop up was fashioned to resemble a Future concert, with a center stage, bright spotlights, and smoke machines. This summer, Future has been repping Reebok heavy while on tour. Famed illustrator Steph Morris (highly recommend you check her out, her work is amazing) was at the pop up working on insanely photorealistic pencil drawings of the latest Fury, the OB.

My favorite part was the “Back to the Fury” section of the pop up that featured some of the greatest Reebok collaborations on the InstaPump Fury of all time — I showed every single one on Snap — included the extremely rare and sought-after Chanel, John Maeda, Voltron, Joker, Spiderman, BAIT x Ted hits, and many more. I even got to speak with the archivist who takes care of Reebok’s footwear history — she was incredibly inspiring and knew so much about Reebok’s sneakers. Hopefully, more on that coming soon.

“Reebok Classic has a long, established history at the intersection of art, music and fashion and the Fury Pop Up is a perfect display of that,” said Todd Krinsky, Vice President of Reebok Classic. “The Instapump Fury “Overbranded” is a very bold, progressive and pioneering shoe and was one Future gravitated to from the very beginning. We are excited to showcase one of his favorite models to consumers and fans at the Reebok Fury Pop Up Shop.”

“I’ve really enjoyed wearing Reebok on my tour this summer and the Instapump Fury is definitely one of my favorite looks,” said Future.  “This partnership is much more than just one particular shoe, or any shoe for that matter. We’re excited to show everyone the next stage of the Reebok x Future relationship as this is just the beginning.”

Check out the gallery of images below, particularly the Reebok InstaPump Fury collab history.

The Reebok InstaPump Fury ‘Overbranded’ is available now at BAIT and Reebok for $165.

NEW YORK, NY - OCTOBER 11:  Hip-hop artist Future (C) and Freebandz dancers pose for a photo with the new Instapump Fury Overbranded sneaker at Reebok's launch of the new Instapump Fury Overbranded at Pop Up Shop in NYC on October 11, 2016 in New York City.  (Photo by Bryan Bedder/Getty Images for Reebok) *** Local Caption *** Future

NEW YORK, NY – OCTOBER 11: Hip-hop artist Future (C) and Freebandz dancers pose for a photo with the new Instapump Fury Overbranded sneaker at Reebok’s launch of the new Instapump Fury Overbranded at Pop Up Shop in NYC on October 11, 2016 in New York City. (Photo by Bryan Bedder/Getty Images for Reebok)

NEW YORK, NY - OCTOBER 11:  Reebok launches the new Instapump Fury Overbranded at Pop Up Shop in NYC on October 11, 2016 in New York City.  (Photo by Bryan Bedder/Getty Images for Reebok)

NEW YORK, NY - OCTOBER 11:  The Instapump Fury sneaker line on display as Reebok launches the new Instapump Fury Overbranded at Pop Up Shop in NYC on October 11, 2016 in New York City.  (Photo by Bryan Bedder/Getty Images for Reebok)

NEW YORK, NY - OCTOBER 11:  The Instapump Fury sneaker line on display as Reebok launches the new Instapump Fury Overbranded at Pop Up Shop in NYC on October 11, 2016 in New York City.  (Photo by Bryan Bedder/Getty Images for Reebok)

NEW YORK, NY - OCTOBER 11:  The Instapump Fury sneaker line on display as Reebok launches the new Instapump Fury Overbranded at Pop Up Shop in NYC on October 11, 2016 in New York City.  (Photo by Bryan Bedder/Getty Images for Reebok)

NEW YORK, NY - OCTOBER 11:  The Instapump Fury sneaker line on display as Reebok launches the new Instapump Fury Overbranded at Pop Up Shop in NYC on October 11, 2016 in New York City.  (Photo by Bryan Bedder/Getty Images for Reebok)

NEW YORK, NY - OCTOBER 11:  Vice President at Reebok Todd Krinsky attends Reebok's launch of the new Instapump Fury Overbranded at Pop Up Shop in NYC on October 11, 2016 in New York City.  (Photo by Bryan Bedder/Getty Images for Reebok)

Vice President at Reebok Todd Krinsky attends Reebok’s launch of the new Instapump Fury Overbranded at Pop Up Shop in NYC on October 11, 2016 in New York City. (Photo by Bryan Bedder/Getty Images for Reebok)

NEW YORK, NY - OCTOBER 11:  Artist Steph Morris sketches during Reebok's launch of the new Instapump Fury Overbranded at Pop Up Shop in NYC on October 11, 2016 in New York City.  (Photo by Bryan Bedder/Getty Images for Reebok)

NEW YORK, NY - OCTOBER 11:  Artist Steph Morris sketches during Reebok's launch of the new Instapump Fury Overbranded at Pop Up Shop in NYC on October 11, 2016 in New York City.  (Photo by Bryan Bedder/Getty Images for Reebok)

Artist Steph Morris sketches during Reebok’s launch of the new Instapump Fury Overbranded at Pop Up Shop in NYC on October 11, 2016 in New York City. (Photo by Bryan Bedder/Getty Images for Reebok)

NEW YORK, NY - OCTOBER 11: DJ Ernz spins during Reebok's launch of the new InstaPump Fury Overbranded at Pop Up Shop in NYC on October 11, 2016 in New York City.  (Photo by Bryan Bedder/Getty Images for Reebok)

DJ Ernz spins during Reebok’s launch of the new InstaPump Fury Overbranded at Pop Up Shop in NYC on October 11, 2016 in New York City. (Photo by Bryan Bedder/Getty Images for Reebok)

NEW YORK, NY - OCTOBER 11:  Freebandz Dancers perform during Reebok's launch of the new InstaPump Fury Overbranded at Pop Up Shop in NYC on October 11, 2016 in New York City.  (Photo by Bryan Bedder/Getty Images for Reebok)

Freebandz Dancers perform during Reebok’s launch of the new InstaPump Fury Overbranded at Pop Up Shop in NYC on October 11, 2016 in New York City. (Photo by Bryan Bedder/Getty Images for Reebok)

NEW YORK, NY - OCTOBER 11:  Freebandz Dancers perform during Reebok's launch of the new InstaPump Fury Overbranded at Pop Up Shop in NYC on October 11, 2016 in New York City.  (Photo by Bryan Bedder/Getty Images for Reebok)

NEW YORK, NY - OCTOBER 11:  Creative designer Fred Foster attends Reebok's launch of the new Instapump Fury Overbranded at Pop Up Shop in NYC on October 11, 2016 in New York City.  (Photo by Bryan Bedder/Getty Images for Reebok)

Creative designer Fred Foster attends Reebok’s launch of the new Instapump Fury Overbranded at Pop Up Shop in NYC on October 11, 2016 in New York City. (Photo by Bryan Bedder/Getty Images for Reebok)

NEW YORK, NY - OCTOBER 11:  Hip-hop artist Future poses for a photo with the new Instapump Fury Overbranded sneaker at Reebok's launch of the new Instapump Fury Overbranded at Pop Up Shop in NYC on October 11, 2016 in New York City.  (Photo by Bryan Bedder/Getty Images for Reebok) *** Local Caption *** Future

Hip-hop artist Future poses for a photo with the new Instapump Fury Overbranded sneaker at Reebok’s launch of the new Instapump Fury Overbranded at Pop Up Shop in NYC on October 11, 2016 in New York City. (Photo by Bryan Bedder/Getty Images for Reebok)

Source: Reebok

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