Across Europe, rap is moving through a new phase of visibility—and Reebok is standing alongside some of the biggest name's in the scene. While today’s chronically online music landscape might suggest a more homogenised sound, cities across the continent have held onto scenes that remain sharp and distinct. Local studios, community radios, and neighborhood collectives build up each locale and the sounds they produce. That energy can travel far, and we’ve caught up with some of the freshest new voices coming out of Berlin, Milan and Paris.
Reebok’s latest campaign, Born Classic. Worn For Life., backs artists who are still building their legacies. In Berlin, Lucio101 pushes melody through trap and drill, reflecting the contrasts that define his district. Rondodasosa has become a central figure in Milan’s drill movement, turning local momentum into international reach. Prince Waly brings a cinematic sensibility to French rap, grounding his work in 90s influence while keeping his writing personal and current.
The SS26 Classics release lands with updated full-grain premium Garment Leather across silhouettes including the Workout Plus, Club C 85, Freestyle Hi, Freestyle Lo and Classic Leather. The Workout Plus runs through the campaign as an everyday constant. From studio sessions to live shows, it stays in rotation. The message is straightforward. A classic is defined over time, through repetition, wear, and durability.
Lucio101
Q: You’ve described “Born Classic. Worn for Life.” as attitude and identity from day one. Where was that identity first shaped in your own story?
A: In Berlin-Mitte.
Q: Berlin’s streets have been more than a backdrop for you—they’re your moodboard, a space where your ideas and sound grew. How does that environment still inform your music and presence today?
A: Berlin Mitte has always been a district that attracted a lot of attention. Between graffiti, apartment blocks, luxury housing, and squats, tourists and the homeless. People from all the districts surrounding Mitte came there to chill. It's also worth mentioning that Mitte wasn't so gentrified before 2008 and was rougher.
Q: You’ve been leaning more into your Brazilian roots recently. How does that bicultural perspective influence the way you approach sound, language and storytelling today?
A: Too Brazilian for Germany and too German for Brazil. I'm grateful to be able to live both sides, and we'll see how it all plays out in the future.
Rondodasosa
Q: Reebok’s ‘Born Classic. Worn For Life.’ campaign is about timeless attitude and everyday identity. How did you bring your own Milanese street perspective into the campaign, and what does wearing the Classics represent for you at this stage in your career?
A: I believe that Reebok is a good match for the city of Milan, in that both have an old vintage yet contemporary style that makes them unique. For example, I have always been a fan of Reebok and the Classic, so I think everything happened for a reason.
Q: Drill has deep roots in the UK and US. How have you adapted the sound to create a distinctly Italian identity within that global movement?
A: I have always tried to create an Italian drill that would also be successful abroad, so that people could listen to and enjoy the song.
Q: What legacy are you trying to build for the next generation of Italian rap artists?
A: I believe that the best legacy is to always remain positive. Sometimes we forget that rap was created for a specific message and purpose, and I believe that we all need to remain united and positive.
Prince Waly
Q: How did you interpret the campaign’s message in your own style, and what does “Born Classic. Worn For Life.” mean to you both on and off the stage?
A: I interpreted it as a way of returning to simple, refined and classic things. A way of making the present moment timeless. For example with this pair of Reeboks, my big brother could have worn yesterday, and they’re now on my feet today.
Q: Your debut album Moussa was described as a “future classic.” What does the word classic mean to you creatively, sonically, visually, culturally?
A: I don't know if I'm qualified to proclaim my album a classic, only time will tell. Creatively speaking, a classic becomes one over time. It's the album you listen to at least once a month, the famous music video you show your friends while reminiscing about good times, or the book you share in a book club.
Q: French rap is more globally visible than ever. As one of its most distinctive voices, how do you see your role in shaping its future while honoring its past?
A: Staying true to my inspirations, whether modern or retro, while continuing to offer things that reflect who I am, without ever distorting my music or my image.
