Lifestyle

Rae Sremmurd Is the New Face of Reebok Classic

Swae Lee and Slim Jxmm of Rae Sremmurd perform live onstage during 2017 Governors Ball Music Festival - Day 2 at Randall's Island on June 3, 2017 in New York City.
Taylor Hill/Getty Images for Governors Ball

Swae Lee and Slim Jxmm of Rae Sremmurd perform live onstage during 2017 Governors Ball Music Festival - Day 2 at Randall's Island on June 3, 2017 in New York City. 

The brand has a steady history of tapping hip-hop luminaries

With a Billboard Style Issue cover story and 2016's viral Billboard Hot 100 chart-topper "Black Beatles" under their belt, Rae Sremmurd are swiftly proving that they are among today's youngest and most influential stylish hip-hop artists.

So it's no surprise that American sportswear brand Reebok selected brothers Slim Jxmmi and Swae Lee to front the company's latest "Classic Leather" campaign.

 

--#ClassicLeather

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“When we were starting out, we had all these wild house parties in Tupelo, Mississippi,” said Swae Lee and Slim Jxmmi in a statement. “It was all about creating a community for different kinds of people to come together and just have fun. The Classic Leather is all about defying classification -- anyone can wear it, wherever you’re from, whatever your situation is.”

The Massachusetts-based company is no stranger to working with some of the biggest names in hip-hop. Within the last year, they've collaborated with Kendrick Lamar on his "This is Classic" campaign in July, Teyana Taylor designed a blood-red "Question" kicks with reptile print and a touch of icy-blue detailing in October, and Future dropped his black and white "Zoku Runner" sneaker this March in London. 

"Swae and Jxmmi are the perfect partners for the Classic Leather. These guys are constantly pushing boundaries, which Reebok Classic is all about,” said Todd Krinsky, General Manager of Reebok Classic. “Few artists so passionately embrace life and nonconformity like Rae Sremmurd, and we’re excited to bring them into the Reebok Classic family."

Krinsky previously told Billboard at Future's pop-up shop that while their competitors in the sneaker industry "didn't accept nor acknowledge" that young consumers look to entertainers for sartorial inspiration, Reebok did. "We said, let's change the game a little bit and see what happens. Now you have athletes and musicians that can sell product [with Reebok].”

For a recap of Rae Sreemurd's performance from day two of Governors Ball, click here