Unless you've spent the past year living under a rock that doesn't have a WiFi connection, you'll be well aware that Reebok is having a major moment. I mena, sneakers in general are about the hotest property around right now but many a celeb style icon have been opting for the original classic kicks over what the likes of Louis Vuitton aare trotting out. Gigi Hadid fronted the Reebok Classics campaign in 2018,. Lily-Rose Depp is rarely seen not rocking her Freestyle Hi Sneakers. Ariana Grande favours the Club C 85. Gal Gadot is all about the Reebok Sole Fury while Sienna Miller prefers Reebok's iconic classic leather style... Basically, anyone who's anyone is getting their Reebok on. So it's no surprise thatone of the most influential artists in sports and culture right now wants to collaborate with them.
Troy "Kickasso" Cole has created custom kicks for the likes of David Beckham, Odell Jordan, Dwayne Wade, DMX, T.I and Mark Wahlberg... And now, potentially me you, dear Grazia readers, too.
Reebok has recently launched a Fit Hub 3.0 store on the first floor of The Dubai Mall. In celebration of this genuinely momentous event for fans of the brand across the UAE, Cole will jet in all the way from Los Angeles on Thursday 11th July and Friday 12th July, between 6:00pm till 9:00pm to offer sneaker-heads and fashion enthusiasts the opportunity to customize their Reebok sneakers for free... I KNOW!
The newly launched store will also showcase a select number of Reebok Classic Leather, Club C and Aztrek sneakers pre-designed by Kickasso retailing 1,100 aed to 4,400 aed for collectors, sneakerheads, Reebok fans and art enthusiasts to purchase. The paintings on the shoes were inspired by the artist’s interpretation and perception of the Middle East and Dubai lifestyle.
Commenting on this experience, Troy ‘Kickasso’ Cole said: “I’m really excited about my Reebok collaboration and first visit to Dubai. I picture the city as a diamond in the Middle East, with a vibrant focal point, not only for the region, but throughout the world, in setting new expectations and being at the forefront of fashion and design.
“With Reebok, I’m traveling to a place I never thought I would get to visit and to be able to do it with a brand that I genuinely love is just the icing on the cake. Culture shows me there is more out there than what I’m used to seeing. There are more artistic styles to investigate, more emotions to ponder, more color combinations to test and more patterns to discover. I take more risks because I know that my artistic path isn’t the only way. That said, I’m excited to be inspired by Dubai and the culture of the region and bring them to life with Reebok.”
Revving up the celebration further is Dubai-based DJ Travis Sewchan who will be on the decks. Having received industry credits on global albums and hits including “Take a Shot for Me” from Drake’s award-winning album “Take Care’, DJ Travis is a local, regional and global phenomena.
Team Grazia hope to see you there! I'll be the one trying to get every pair of Reeboks I've ever owned customised...