Brand collaborations are becoming more common than ever and amid an attempted turnaround, Reebok is taking cues from parent company Adidas and forging a series of creative collaborations with influencers and designers that speak to specific audiences.
This year alone we have seen Reebok connect with Victoria Beckham to design a new collection and partner with Ariana Grande, Jonathan Simkhai and musician Teyana Taylor. And in 2016, it signed supermodel Gigi Hadid as an ambassador. In recent news, Reebok is adding yet another voice into its stable of collaborators: Kerby Jean-Raymond, the founder and designer of New York-based label Pyer Moss, who has a reputation for producing emotional and impactful runway shows that tackle complex subjects, including police brutality and mental health.
As part of a partnership that will last at least two years, Jean-Raymond will design two collections. A limited-edition, higher-end capsule will debut during New York Fashion Week in February. There will also be a second, more accessibly priced range. Both collections of menswear, womenswear and sneakers will hit stores in Autumn 2017.
“Where we are, as a voice, is more in line with where they have always been, it’s just that the message has been dormant for awhile,”Jean-Raymond says.
Todd Krinsky, general manager of Reebok Classic, says that the brand’s partnership with Pyer Moss is unusual in its focus on apparel rather than shoes, but it continues the brand’s overall efforts to partner with more creatives who can bring a fresh approach to classic Reebok pieces. “This partnership not only signifies our legacy of working with the world’s top designers who challenge convention and trailblaze, but also solidifies Reebok’s commitment to never backing down from pushing boundaries, challenging convention and setting the stage for further design evolution,” says Krinsky.