The spring launch of Reebok’s “It Takes a Lot to Make a Classic” line will feature a star-studded campaign including Rick Ross, Mike Posner and Tyga.
Earlier this month, Ross, Posner and Reebok Classic Creative Director Swizz Beatz spoke with XXL sister publication SLAMonline.com at Madison Square Garden to discuss their roles in the new campaign as well as the brand’s longstanding relationship with hip-hop.
“I don’t see other brands doing (this) with artists,” said Ross of the new partnership, “The gateway and the door that Reebok has opened up to us artists. You got to really fully take advantage of that for the culture.
Everyone from basketball player Allen Iverson to artist Jean-Michel Basquiat were mentioned as icons that inspired the collaboration. Not to mention Jay-Z, who collaborated with the brand in 2003 for his signature S. Carter shoes.
While speaking about the brand’s new roster, Beatz alluded to the possibility of more MCs coming on board the Reebok bandwagon soon. “
Keith Haring, Basquiat, Ross, Swizz, the kid Mike Posner, Tyga,” said Swizzy, “That’s the starting lineup but that’s not even who we’re going to the playoffs with.”
For the rest of this story, check out SLAMOnline.com. —Calvin Stovall