Here’s Why Reebok Is Teaming Up With Future

Future Reebok
Future in Reebok x Freebandz apparel.
Courtesy of Reebok.

For those waiting for Reebok’s InstaPump Fury “Overbranded” sneakers that Future has been wearing onstage during the Summer Sixteen Tour with Drake, the wait is finally over. The popular ’90s footwear will be available at midnight tonight.

Reebok Reebok's InstaPump Fury Overbranded Future Reebok’s InstaPump Fury “Overbranded” sneakers. Courtesy of Reebok.

The InstaPump Fury “Overbranded” in a simple black and white color palette is a favorite of the “Low Life” rapper. Though Future didn’t design the shoe, he did spot them when first meeting with the athletic brand nearly nine months ago.

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“When he came to Reebok, without us even saying anything, the first shoe he looked at was the Fury,” said Todd Krinsky, VP of Reebok Classic.

Todd Krinsky Reebok Todd Krinsky, VP of Reebok Classic, at Reebok’s Fury pop-up shop in NYC. Courtesy of Reebok.

Reebok’s partnership with Future all started with the iconic silhouette.

“We knew we were going to bring the Instapump Fury into the U.S. and we knew we wanted a vehicle to communicate this product to the young consumer,” Krinsky told Footwear News at Reebok’s Fury pop-up shop in New York City today. We identified Future really early in the game because he’s one of these guys that’s creating his own lane from a style perspective. He is doing something different than everyone else. He would be able to pull this off.”

For Future, the relationship with Reebok was organic — according to the creative director behind the rapper’s clothing line, Freebandz.

Reebok Freebandz Fred Foster Freebandz creative director Fred Foster at Reebok’s Fury pop-up shop in NYC. Courtesy of Reebok.

Said Fred Foster,“Reebok is known for being a fearless brand and they always had the right knack for finding the right artist to work with. The relationship with Future just worked and made sense because he is that fearless artist.”

The first collab in conjunction with Future’s apparel label, Freebandz Clothing, made its debut on Reebok.com in September, and featured embroidered T-shirts, athletic track jackets and varsity jackets. Foster said he wanted to keep the identity of both brands in the collection, while using lots of lines to signify transition into a new relationship.

Reebok Future Freebandz Apparel Reebok x Freebandz apparel. Courtesy of Reebok.

Next up, Krinsky says fans can expect a new modernized version of a runner launching next year, which Future has been involved in.

“He’s willing to take a risk and push the boundaries in fashion,” said Krinsky. “Anytime you get a real creative person like that who has a passion, you get great results.”

Future Summer Sixteen Tour Reebok Future wearing Reebok’s InstaPump Fury “Overbranded” while onstage. Courtesy Image.

The InstaPump Fury “Overbranded” will be available via footaction.com and reebok.com. The shoe will retail for $175.

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