Reebok has announced an exclusive partnership and design collaboration with Alicia Keys – a 14-time Grammy Award® winning singer/songwriter/producer, actress, New York Times best-selling author, entrepreneur and humanitarian.
As a part of the new partnership, Keys will be featured in Reebok Classics’ Fall/Winter 2012 global campaign with the launch of a signature limited edition collection for Reebok Classics. This exclusive collection includes a new take on the Freestyle Hi (also known as the 5411), Freestyle Double Bubble, Classic Nylon Slim and Princess.
A true creative talent, Alicia worked with Reebok’s product design teams on every aspect of the collection, from picking her favourite Classics silhouettes to selecting materials and colorways. The resulting collection, with luxe fabrics, on-trend styles and statement-making elements is sure to appeal to trendsetters in their late teens and early twenties.
Here are words from the lips of the talented artist…
Why did you choose to collaborate with Reebok?
Working with Reebok felt like a natural fit for me, I’ve been a fan of the brand ever since I can remember. My 5411s – that was what we called the Freestyle because they were $54.11 including tax in NYC – were practically glued to my feet in my pre-teens and teens. I loved rocking a hi-top! It’s one of those brands that have endured the test of time and it feels like a really natural fit. I’m excited to bring Reebok to the future!
Where did you get your design inspiration for the collection?
My style is eclectic and I wanted to make sure I put my own twist on the sneakers. For me, inspiration comes from everywhere; the streets of New York, the music I listen to, Fashion, my friends, the world around me. It’s about creating something that’s not only wearable but is cool and makes you feel confident and at your best! I definitely went for street, style and stage – three important things to me.
Did you enjoy the creative process?
Being creative is something that I think everyone has in them. Over the years I’ve expressed myself through my music and my style and it was a lot of fun to be able to take that creativity and apply it to something completely new. Seeing the process first hand and understanding how much work it takes to just get one shoe right was so exciting. I have to say though, when I was going behind the scenes with the team at Reebok and going through more materials than you can imagine, choosing options became a hard task, I felt like a kid in a candy store!
Why Freestyles and Classic Nylon?
I started wearing Freestyles when I was a kid. The 5411s were my first pair and they take me back to a totally carefree time. The silhouette was so respected on the streets and I love the fact it still is today. The Classic Nylon Slim has such a good shape, definitely my favourite low-silhouette. The 5411s defined my look back in the day and have endured to be just as fresh now as they were then. But my new favourite is the Double Bubble!!! I am in love with those!
Has style always been important to you?
When I was a kid, I’d be pulling things out of my Mom’s closet and dressing up. I’d have like 20 bracelets on one arm and shoes on that were about five sizes too big for me! I’d always be trying to mix it up, although I think I mix it up a bit better now than when I was 7. What 7-year old knows that sometimes less is more? Style isn’t just about looking good though. It’s about self-expression and is part of who I am. That’s really what I’ve tried to bring to my Reebok collection.
What are your top three style tips?
1: Less is more! One statement piece can transform an outfit, two can destroy it!
2: Never travel without some cool sneakers, any daytime outfit can be styled up with good sneaks.
3: The most important thing to remember is that you can wear all the greatest clothes in the world, but you’ve got to have a good spirit on the inside. That’s what’s really going to make you look like you’re ready to rock the world!
What single thing has helped you the most in your career?
I would say the single thing that has helped me the most in my career is my drive to succeed. From a very early age the words “I can’t” were not part of my vocabulary. By the age of seven, I was already rehearsing several hours a day and started writing songs in my early teens. My mom was so committed to me and helped keep me focused. She took me to piano lessons and exposed me to creative outlets. She really believed in me. I always credit her for who I am. I also knew that with hard work and dedication, I could achieve anything and I’m lucky enough to be able to say that my dream came true.
What makes something Classic for you?
For me it’s about having soul. All the great classic artists, songs, musicians, they all have soul and you can feel it in their work.
Retailing from SGD89 – 149, the Alicia Keys x Reebok collection is available exclusively on 25 September 2012 at the following stores:
290 Orchard Road, #04-47, Singapore 238859
Queensway Shopping Centre, #01-21, Singapore 149053
Limited Edt Vault
313 Orchard Road, #04-13, Singapore 233895
Limited Edt Chamber
The Shoppes @ Marina Bay Sands
2 Bayfront Avenue, #B2-23, Singapore 018972