Beatz characterizes his role at Reebok Classics, not as a mere spokesperson, but instead as a creative director.
Instead, Beatz followed the creative process closely, down to the new Reethym of Lite global campaign. Unlike the other “celebrity designers” and their creations, the Reebok Kamikaze, as well as subsequent designs, isn’t just another gloss-over celebrity edition. Though greeted initially by fans like the writers here at Freshness with hints of apprehension, Beatz quickly made good on his new title and kicked off the new venture with the future-forward Reebok Kamikaze. Swizz Beatz pitched in late last year to jump-start the brand. The price was a whopping $3.8 billion dollars, and the deal was finalized during January of the following year. In August of 2005, adidas made an offer to acquire Reebok. Soon, it was relegated to follow its rivals in both market share and brand recognition. However, Reebok never fully capitalized on its popularity. The brand also enriched the sport technologies category with features like Hexalite, DMX, and of course, the Pump. Industrious from the get-go, the small, yet astute company soon found itself on par with its main competitors, adidas and Nike.
Seeing the brand’s potential, Fireman soon altered its name to Reebok International. But the modern reiteration of the Reebok we all know today is the product of one man, Paul Fireman, an American sport goods distributor who purchased all the rights to the name during the early 80s. Foster and Sons inspired the Union Jack logo on their early designs. Reebok’s background and name stems from the rhebok, a nimble antelope found in Africa. We found out quickly that Swizz is not just another figurehead. So pardon the good dose skepticism when Reebok Classics announced the involvement of hip-hop artist Swizz Beatz as its new global creative director. The term “celebrity designer” usually is the end result of a well-oiled marketing machine, where dozens upon dozens of artisans sketch, color, and shape designs that a single individual gets the credit for.
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