Sep-05-2012

Posted by : Yale Schalk

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Alicia Keys & Reebok Classics Take The Stage For New Fall/Winter 2012 Collection


Move over, Swizz. Mrs. Beatz has sneakers to introduce. Songbird Alicia Keys is joining her Reebok Classics Creative Director husband at the Vector, releasing the Alicia Keys x Reebok Collection for Fall/Winter 2012. Keys becomes the latest musician get for Reebok, whose stable already includes names like Swizz, Rick Ross, and Tyga. Read up on the full official details and check out tons of photos of Alicia’s new line below. Stay tuned to the Reebok Classics Facebook page and @ReebokClassics on Twitter for new and exclusive content.

CANTON, MASS. – SEPT. 5, 2012 – Reebok has announced today, an exclusive partnership and design collaboration with 14 time Grammy Award® winning singer/songwriter/producer, actress, New York Times best-selling author, entrepreneur and humanitarian, Alicia Keys. As a part of the new partnership, Keys will be featured in Reebok Classics’ FW12 global campaign with the launch of a signature limited edition collection for Reebok Classics.

In her collaboration with Reebok, Keys is launching her own signature collection for FW12, which includes a new take on the Freestyle Hi (also known as the 5411), Freestyle Double Bubble, Classic Nylon Slim and Princess, all currently available at Finish Line, Footaction, Macy’s, City Gear, Reebok.com as well as additional retailers nationwide. A true creative talent, Alicia worked with Reebok’s product design teams on every aspect of the collection, from picking her favorite Classics silhouettes to selecting materials and colorways. The resulting collection, with luxe fabrics, on-trend styles and statement-making elements is sure to appeal to trendsetters in their late teens and early twenties.

“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.”

To support the launch of her new collection, Reebok will premiere a new Classics campaign, starring Alicia Keys, on September 6, 2012 during the 2012 MTV Video Music Awards and online from September 6, 2012 at 5pm PDT/8pm EDT at http://reesha.re/alicia. Directed by Samuel Bayer, the TV commercial showcases Keys’ soul-searching journey to the top against the world’s greatest canvas and Keys’ hometown – New York City. The TV campaign will be supported with print and digital media as well as retail activations, social media and PR.

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 as well as additional retailers nationwide.

 

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