After relegating to a second fiddle role the last few years, Reebok is running on all cylinders to the attention of consumers once again. On the performance side, there is the Zig Tech, a new technical elements since the days of the Reebok Pump and Hexalite. But it is in the label’s lifestyle segment, the Reebok Classics line, where the momentum been gathering. After his official announcement at the MAGIC trade show a few months prior, producer extraordinaire Swizz Beatz unveiled Reebok’s new initiative last evening at New York City’s Espace night club. Dubbed “Reethym Of Lite”, Beatz performed with special guest Lloyd Banks with Pharrell Williams, Diddy, Busta Rhymes, DJ Khaled, and wife Alicia Keys in the midst as audience members. in their immediate vicinity were music mogul Clive Davis, radio personality Miss Info, Japanese sensation Verbal, as well as clothiers Public School and Origami Clothing. The packed venue also saw the brand video campaign known as “International Party” and a catchy chant prosed by Beatz simply known as “Reebok Back”.  In the meantime, expect Reebok’s return to TV with “International Party” commercial soon.

Photography: Poe for Freshness & Reebok Photographers