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Reebok has teamed up with world-renowned photographer Terry Richardson to photograph its fresh New Classics and Woven Label Collections.
Shot in Richardson’s famous studio and on the streets of the Lower East Side in New York, the imagery will form part of a PR campaign across Europe, the Middle East and Africa and will debut exclusively in key Vice magazines.
Richardson’s imagery showcases key male and female footwear and apparel from the FW’10 Collection. Reebok Classics, grounded in fitness and training, are showcased in a series of images with a distinct New York flavour and features contemporary street styling. Key products from the shoot include the Paris Runner – a vintage performance shoe reintroduced directly from the 1980’s archive in its original colourway and complete with the woven label on the upper. Also featured is the CL Nylon – a running classic popular since 1986 which comes in a vibrant red colourway and slimmer silhouette for female sneaker fans. Both styles are as relevant and street ready today as when first introduced.
Other key styles featured from the men’s New Classics collection include the Berlin – a refined high-top with a simplified and classic aesthetic. This style epitomises the collection’s design ethos of taking the Reebok Classic DNA and adding a contemporary twist. From the female focused Fly Generation line, the edgy Ree Funk and Ree Down silhouettes embody the attitude and spirit of the collection.
“Having worked with some of the world’s most interesting celebrities and sports stars, Terry was a natural choice for Reebok for this project. His signature style and love for New York added great insight and vision to this PR campaign.” said Paul Rutherford, Head of Classics for Reebok EMEA.
“This shoot was definitely a lot of fun, there is a natural synergy between the magazine’s bold and provocative nature and Reebok’s challenger brand mentality.” commented Matt Elek, Group Publisher of Vice Magazine.