Reebok Has a New Creative Director, and He Has Serious Fashion Cred

Bait x Reebok Question Mid "Ice
Bait x Reebok Question Mid "Ice Cold."
Courtesy of Bait.

The latest sportswear powerhouse to fashion up its act is Reebok. The brand has just announced the appointment of Thomas Steinbrück as creative director. The role will encompass both footwear and apparel collections.

The designer, who was previously creative director of Porsche Design, started his career at Christian Dior and subsequently worked with Geoffrey Beene, whose then collaborator was Albert Elbaz. More recently, Steinbrück worked for Kenneth Cole and was vice president of collections at Elie Saab. He moved to Porsche in 2011.

“Reebok is an amazing brand,” he told WWD. “It offers both forward-thinking fitness products alongside iconic footwear silhouettes that have marked the last few decades.”

Thomas Steinbruck Thomas Steinbruck

Steinbrück cited the heritage of the activewear label along with its potential for growth plus areas of more personal interest to him including sustainability and the female market.

“The convergence of the fashion and athletic performance worlds is exciting for an individual like myself, a sports and fitness devotee from a fashion background. I am confident that my experience will bring something truly unique to Reebok,” he added.

Steinbrück has also helped shape the careers of the current crop of star fashion designers such as Alexander Wang. He was assistant professor for fashion design at Parsons School of Design in New York in the early 2000s, where he also taught Proenza Schouler’s, Lazaro Hernandez and Jack McCollough.