BEEN AROUND THE WORLD…
INSPIRED BY THE WORLD’S MOST GLAMOROUS CITIES, REEBOK LAUNCHES THE FREESTYLE WORLD TOUR COLLECTION
Brand to Launch Groundbreaking Freestyle Global Advertising Campaign featuring Rising Star Celebrities in Tokyo, Paris, New Delhi, Madrid, London and New York City
Canton, MA (February 21, 2008) – Celebrating fun, ambitious, real women from around the world, Reebok debuts the Freestyle World Tour Collection. Featuring a fully integrated footwear and apparel line inspired by the iconic Freestyle shoe that forever changed the face of women’s fitness, the Freestyle World Tour Collection will be supported globally through a captivating digital, print and in-store advertising campaign. Paying homage to the world’s most glamorous and fashion-forward cities, Tokyo, Paris, New Delhi, Madrid, London and New York City, the Freestyle World Tour Collection and global advertising campaign launch on February 21, 2008.
The first-of-its-kind campaign captures the vibrant energy of each city through the perspective of six authentic, aspirational women. The campaign features rising stars from each Freestyle World Tour city including one of Tokyo’s first NFL cheerleaders Ai Yasuda, acclaimed French singer/songwriter Yelle, who will represent Paris, Indian “Bollywood” actress Sagarika Ghatge, who will represent New Delhi, top Spanish model Bimba Bose, who will represent Madrid, one of Europe’s hottest DJs, DJ Nikki Beatnik, who will represent London, and American actress Sheetal Sheth, who starred opposite the legendary Albert Brooks in the highly acclaimed film “Looking for Comedy in the Muslim World.” Sheth will represent New York City.
“The Freestyle is truly iconic because it represents Reebok’s history as the brand that started the women’s high-top fashion trend,” said Grace Pardy, Reebok’s Head of Lifestyle Marketing. “Back in the ‘80’s, the women who wore Freestyles were courageous and not afraid to take risks. Today, we have evoked that same pioneering spirit through our new campaign. The women Reebok chose to star in it make their own rules -- truly embodying the word ‘Freestyle.’ Each celebrity has a distinctly unique story to tell and the cultures of the cities they represent are brought to life in our footwear and apparel collection.”
“For me, Reebok Freestyles represent the bubbly, fast-paced, fun life that I live,” said French musician Yelle. “I wear my bold, colorful Freestyles with trousers or dresses and they make me feel happy and playful.”
The first Freestyle World Tour footwear style to launch will be the Freestyle Tokyo in February 2008. Taking design cues from the Tokyo subway map, the Freestyle Tokyo features an infused foil print reminiscent of the city’s key mode of transportation. The Freestyle Tokyo reflects the energy of the city with bold neon pops of color and is available for a suggested price of $85.
In March 2008, the Freestyle Paris will make its retail debut for a suggested price of $85. Inspired by the famed French dance “The Can-Can,” the Freestyle Paris features traditional colors reminiscent of the dance including red, pink and black.
With India rapidly becoming a fashion industry hot bed, the Freestyle New Dehli takes design cues from the ornate and hand-crafted styles the country is famous for. Featuring rich embossed satin, vibrant color and adornments to embrace the flare synonymous with Indian women’s fashion, the Freestyle New Delhi launches in May 2008 and will be available for a suggested price of $85.
Debuting in July 2008, the Freestyle Madrid takes design inspiration from the bright, bold costumes of Flamenco dancers. Eliciting the passion of the dance through intricate floral designs and ruffle details, the Freestyle Madrid will be available for a suggested price of $85.
Taking design cues from traditional English patterns and materials such as houndstooth, herringbone and heavy denim, the Freestyle London also features an image of the city’s iconic raven, a staple at the Tower of London, embroidered on the heel. The Freestyle London launches in September 2008 for a suggested price of $85.
The final silhouette in the World Tour collection, the Freestyle New York City will launch in November 2008 for a suggested price of $85. Inspired by the city’s most recognizable mode of transportation, the taxi cab, the Freestyle New York City is bright yellow and features graphic prints of popular street names and tourist areas.
The Freestyle World Tour apparel collection perfectly compliments each of the Freestyle footwear styles. Ranging in price from $28-$75, the collection features hoodies, ¾ length tees, track jackets, short sleeve tees and crew neck sweatshirts.
Reebok International Ltd., headquartered in Canton, Massachusetts, is a leading worldwide designer, marketer and distributor of sports, fitness and casual footwear, apparel and equipment. A subsidiary of the adidas Group, the company operates under the multiple divisions of the Reebok brand, Reebok-CCM Hockey and the Sports Licensed Division. For more information, visit Reebok at www.rbk.com.