Check out these pics of Tyga backstage at Club Nokia in LA. He wore the Reebok Workout sneakers, which is part of his new “It Takes A Lot to Make a Classic†campaign where he teamed up with Rick Ross and Mike Posner for Reebok’s “Icons†footwear collection. The Icons footwear collection contains key styles from some of Reebok’s iconic lifestyle sneakers.
IT TAKES A LOT TO MAKE A CLASSIC…
REEBOK CELEBRATES ITS ICON FOOTWEAR COLLECTION IN NEW CAMPAIGN FEATURING
SOME OF THE MUSIC INDUSTRY’S MOST EXCITING STARS
(Canton, MA) March 15, 2012 – Reebok teams up with music mogul Rick Ross, and emerging stars Tyga and Mike Posner for the brand’s new campaign “It Takes A Lot to Make a Classic.” The campaign highlights Reebok’s “Icons” footwear, Ex-o-Fit, WorkOut and Freestyle, while celebrating its rich heritage as THE Classics brand.
Working alongside a number of recording artists from around the globe , such as Ross, Tyga and Posner, Reebok’s “Icons” campaign tells the story of each of these musicians as they embark on their journey to one day become a classic in their own right. They work tirelessly for their craft, running purely on their dreams and passions.
Through the campaign, Reebok explains to be a Classic takes ambition and relentless hard work to earn respect. Overcoming obstacles, challenges and tackling adversity face on – it’s these moments that shape one’s life and create the story that defines them. Reebok Classics is celebrating that journey and seeks to inspire the work of creators everywhere through this campaign – passing the torch to all the artists and innovators who have an unwavering hunger and persistence to achieve Classic status.
“Reebok’s ‘It Takes a Lot to Make a Classic’ campaign is designed to inspire people with real life stories of Classics in the making, and our Icons collection is the perfect companion for those willing to put in the time,” said Todd Krinsky, Vice President of Reebok Lifestyle and Entertainment. “Reebok’s Icons line has earned respect because of its longevity and timeless sense of style. This collection became iconic from the moment it hit the street.”
Kicking off in the US on March 22nd, Reebok’s “It Takes a Lot to Make a Classic” campaign will debut with short films, digital, print, and OLA media executions featuring Tyga, Mike Posner and Rick Ross. The campaign will subsequently expand globally and will include digital, OLA, print, and social media.
Reebok’s campaign features Icon footwear styles including the Ex-o-Fit, WorkOut and Freestyle.Hitting the scene for the first time in 1983, the Reebok Ex-o-Fit was a must-have for young men who made fitness an integral part of their day, and was quickly adopted by the streets as a pure fashion staple. Reebok spun countless colors and materials, while keeping the Exo-Fit’s signature “Gum” bottom.
A retro style that’s still incredibly fresh after 25 years, the WorkOut was nicknamed the “Soulja” by iconic music artists like the Hot Boys who would call out “Souljas” in their songs. The authentic “Ice” bottom featured on the WorkOut became Reebok’s biggest outsole execution.
An iconic “must-have” of the 1980’s pop culture scene, the Reebok Freestyle will forever go down in history as the athletic shoe that changed the face of women’s fitness. The Freestyle represents Reebok’s history as the brand that pioneered the women’s fitness movement and started the high-top fashion trend.
