Reebok and deadHYPE Put Berlin’s Creative Community in the Driver’s Seat
On Saturday, October 10, Reebok and deadHYPE brought Reebok Full Circle to Berlin with a simple proposition: what happened when the people who usually bought into a culture got their hands on the tools to shape it? At THE_SPACE on Kurfürstendamm, the answer unfolded through a day of community-led customisation.
For deadHYPE, the project marked a shift in its approach to collaboration. Customisation had long been central to its practice, offering a way to make familiar products feel personal. But until now, the creative process had largely remained in the hands of specialists. Reebok Full Circle changed that dynamic, giving guests the tools and techniques to bring their own ideas to life.
Set inside THE_SPACE, a venue built from modular shipping containers, the event made use of an environment that felt suited to both making and gathering. The format also opened up room for conversation about how familiar sportswear classics continued to find relevance through the people who wore and reworked them.
Across a series of hands-on stations, Reebok became the starting point for individual experimentation. Airbrush artists helped participants develop their own designs, while Dremel tools and seamstress scissors gave them the freedom to crop, distress and rework garments. At the sneaker engraving station, guests could etch their own ideas into leather or select a design to be executed by an expert.
By evening, the tools had been cleared away and the venue had shifted gears. The workshops gave way to an after-party, with deadHYPE regulars Dom and Papi da Silva joined by further DJ talent. The people who had spent the afternoon working on their pieces returned to the room wearing them, carrying the day's activity into the night.
Reebok Full Circle landed on an idea that felt particularly relevant to a city whose style had never depended on polish alone. Berlin's creative identity had long been built through adaptation, resourcefulness and the urge to make something distinct from what was already available. Reebok supplied the product, deadHYPE opened up the process, and their community did the rest.
