Reebok opens Shanghai Fashion Week
Mar 29, 2019
The runway show, themed “The Other Side,” featured Reebok’s upcoming Fall/Winter 2019 collection and appearances from rapper Future and Chinese superstar William Chan.
The runway also featured a new ‘see-now-buy-now’ moment featuring the brand’s Spring/Summer 2019 styles, which were immediately available after the show for purchase.
On the runway, the key style shown included the Reebok Advanced Concepts Sole Fury. Designed by the original “shoe mash up” creator Helen Kirkum, the design is inspired by the Instapump Fury, which is rooted in performance. It also features details from the brand’s 3D Opus 98, Run.R 96 and Ventilator trainers, resulting in three iterations of the Sole Fury for Shanghai Fashion Week.
“Whether through innovations like The Pump technology that gave birth to the Instapump Fury or brand partnerships like CrossFit and Les Mills that helped spark a global fitness movement, Reebok has always been daring and bold, willing to do what many other sports brands have not,” said Matt O’Toole, President of Reebok.
“Now we’re doing it again at Shanghai Fashion Week. We know the future of style, trend and innovation will come from Asia, especially China.”
Reebok is one of many brands and designers that are now looking to Asia to boost sales.
In fact, Reebok recently opened its Creation Center Asia (CCA), which is dedicated to studying local consumer trends for future product releases for the Chinese and other Asian markets.
“China drove Reebok’s growth in the Asia-Pacific in 2018, and we want to recognize and celebrate this fast-emerging Reebok community,” added O’Toole. “It’s crucial for us to sincerely engage with these trendsetting consumers as we further our mission to be a truly global sports and lifestyle brand.”
Reebok’s presence at SFW includes a partnership with Business of Fashion’s inaugural BoF China Prize, which will award $100,000 to one of six emerging designer finalists. As part of the competition, each finalist will work with Reebok to create an exclusive sneaker.
The BoF China Prize winner will be announced during SFW on March 29th and will receive dedicated mentorship from Reebok, which will culminate in a show at London Fashion Week in September 2019.
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