From the ground up

In an interesting move, Reebok has entered a partnership with Future. After Kendrick Lamar, this is the second significant team-up with a rapper in recent time. Future has been posting about Reebok on his personal Instagram account for a few weeks already, hinting at a possible larger announcement, which has now finally come out.

A photo posted by Future Hendrix (@future) on

Reebok has made some interesting moves recently, introducing successful new silhouettes, as well as bringing back some great old ones. The time feels right for the brand to keep on pushing and to step up its game.

“Future exudes the type of fearlessness and authenticity that Reebok Classic stands for,” said Todd Krinsky, global vice president of Reebok Classic and Entertainment. “This partnership not only continues our brand’s longstanding legacy of working with the world’s best hip-hop artists, but also solidifies Reebok Classic’s commitment to never back down from pushing boundaries. I’ve had a preview of what’s to come from Future and Reebok and I can’t wait for everyone to see!”

A photo posted by Future Hendrix (@future) on

Commenting on the partnership Future said, “I’m excited to kick off the summer with Reebok by my side. It’s a natural fit for me to work with a brand like Reebok that also shares my beliefs in moving culture forward and being passionate in what you believe in. Not only am I honored, but I feel privileged to be a part of the family.”

We cannot wait to see the first products that will come from this relationship between Future and Reebok. Until then keep your eyes peeled on the rapper’s Instagram, as he has already started previewing some upcoming product from Reebok on there, as seen here above.

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