After tapping archival “Name Chains” and “Beepers & Butts” prints, BBCICECREAM and Reebok have pulled another classic ICECREAM motif — the “Running Dog” — out of the archives for a second Question Low collection. Marking the first time that the “Running Dog” has appeared on any ICECREAM footwear, the offerings pay homage to Pharrell and Allen Iverson‘s shared Virginia roots with bold colors and bright embellishments.
All three pairs use a light yellow as the base color, accented with either purple/blue, red/pink or green/blue ornamentation and built of supple suede. “Running Dog” graphics replace Reebok’s Vector on both the lateral and medial quarters, and rubberized TPU patches bring more ICECREAM flair to the tongue. All-over “Running Dog” logos grace the insole as well. The shoe’s lower half is much more toned down than its upper segment, with white midsoles presenting clear DMX cushioning systems and translucent outsoles with yellow tints completing the look. Each pair also arrives in a boisterous box that works Iverson-centric graphics into its traditional ICECREAM packaging.
“Positioned as a dream, our visual campaign conveys that feeling we all get when we hold something from our childhood,“ explains Joseph Au, BBC’s creative director. “The magician transforming the basketball [in the campaign images], the Running Dog pendant and the ICECREAM cone is symbolic of that extrasensory experience.”
A BBC webstore-exclusive launch is slated for November 6, with a global release to follow November 12. The purple colorway will be available globally, the red pair is exclusive to Asia and the green pair is exclusive to Europe and the United States. Each is priced at $130 USD.