Fresh off a Rolling Stone cover story and the release of his E.T.: Esco Terrestrial project with DJ Esco, Future took to Instagram today to announce a partnership with Reebok. Future Hendrix joins the likes of Kendrick Lamar, who himself has already dropped a number of high-profile collabs with the brand — the latest of which came in the form of a Classic Leather Quickstrike. Said Todd Krinsky, Global Vice President of Reebok Classic and Entertainment:
Future exudes the type of fearlessness and authenticity that Reebok Classic stands for. This partnership not only continues our brand’s longstanding legacy of working with the world’s best hip hop artists, but also solidifies Reebok Classic’s commitment to never back down from pushing boundaries. I’ve had a preview of what’s to come from Future and Reebok and I can’t wait for everyone to see!
The Freebandz leader himself added:
I’m excited to kick off the summer with Reebok by my side. It’s a natural fit for me to work with a brand like Reebok that also shares my beliefs in moving culture forward and being passionate in what you believe in. Not only am I honored, but I feel privileged to be a part of the family.
Check out Future in the Vector-clad “Overbranded” Instapump Fury below and stay tuned for what the rapper and sportswear label are cooking up.