Future Announces Official Partnership With Reebok

After teaming up with West Coast rapper Kendrick Lamar, American sportswear brand, Reebok, is expanding the company's network of global talent with the appointment of international style pioneer and music artist, Future.


The EVOL rapper is the latest celebrity to join Reebok's like-minded collective of innovative and inspirational creators. Future launched the partnership on Saturday, July 9, via his Snapchat and Instagram channels where he touched on the synergies between both parties while unveiling the InstaPump Fury “Overbranded,” set to launch fall of 2016. The InstaPump Fury marks one of Reebok's most iconic innovations in the sneaker industry from the '90s, a fitting pairing to the brand's new partner. 



"Future exudes the type of fearlessness and authenticity that Reebok Classic stands for," said Todd Krinsky, Global Vice President of Reebok Classic and Entertainment. "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!"

Commenting on the partnership Future said, “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.”

The announcement marks the beginning of a significant creative relationship between Reebok Classic and Future, with more to come in 2016 and beyond. Stay tuned with XXL for news behind Future and Reebok's latest partnership.

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