After Reebok recently launched its collaboration with Atlanta creative collective LVRN and artist FRKO, aka Freako Rico, we get an intimate look at some of the inspiration behind FRKO’s design.

FRKO’s best known for his vivid hip hop illustrations and his break came when Action Bronson initially saw his work on Instagram. This eventually led to a fruitful relationship where his manager sought him out to draw the cover art for Bronson’s first single off Mr. Wonderful in 2015.

The rest, well, is history. Check out the teaser above and see why this collab with Reebok means so much to FRKO and the culture.

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