Last week, Reebok President Matt O’Toole announced the sportswear company will be putting all of its performance and lifestyle products under one roof. Reebok, whose products span across a wide variety of sport, fitness, and lifestyle apparel, is using this unification to connect the company’s rich heritage with its promising future.
To celebrate this new union, the company took up space at ROOT NYC on Thursday (Nov. 14) to preview apparel from its forthcoming Spring/Summer 2020 line to selected members of the media. Right when guests walked in the upbeat sounds of Beyoncé‘s “Sweet Dreams,” Dua Lipa‘s “New Rules,” Snoop Dogg‘s “Sexual Eruption” and more flowed through the massive gallery space.
An army of mannequins dressed in the second season of Reebok’s Meet You There unisex line was positioned in the middle of the gallery. Other collections like Basketball, Zig footwear and the Olympics-inspired International Sport decorated the venue’s brick walls. The hooded sweatshirts, anoraks, and windbreaker jackets hanging off the walls, along with sneaker collaborations with soon-to-be-revealed lifestyle brands have obvious nods to Reebok’s legacy. Yet they are pushing the brand forward with its modern twist.
Krista Tietjen, PR manager at Reebok Classics, explained to Billboard the purpose behind this new collection: “Our mission is to be the best fitness brand in the world. You’re kind of seeing a lot of different stories from across the brand. There are some really nice stories to be told from this collection just like from the color perspective and being able to transition from the street to the gym and then back to the street.”
Expect the first run of the collection to drop in January 2020.