NEW YORK — Reebok’s forthcoming advertising campaign is all about Eve.
The sneaker giant has teamed up with the hip-hop starlet and actress to plug its Classic label.
Eve performs along with the rapper Fabolous in a 30-second spot that debuts March 26 on BET, Comedy Central, ESPN Networks and MTV among other channels. The duo came up with an original song for the commercial, which was developed by The Arnel Group.
Eve will also strut her stuff in two print ads for Reebok, which breaks in May issues of Jane, In Style, Honey, Teen People and Vibe. Referring to her nickname "The Blonde Bombshell," one ad has a shot of the fair-haired musician with the tag line, "Bombshell Classic." Another shows the Philadelphia native wearing a NBA 76ers jersey dress and Classic Oryx footwear. This spring the $65 footwear will be sold exclusively at Foot Locker.
Eve is the third female musician to appear in a Classic ad. Queen Latifah kicked off the campaign three years ago and Shakira is the only other songstress to appear in the ads, which have featured Iggy Pop, Samuel Jackson and others. Terms of the deal were not disclosed.
This is not her first foray with a footwear company, since she designed a shoe for Candie’s earlier this year.
Brian Povinelli, director of global advertising for Reebok, said, "Eve has broad appeal. She is one of the first artists in the campaign who has male and female appeal — urban and suburban."
Unlike Shakira, Eve does not have an endorsement deal. Eve’s contract runs through May of 2004, but it has not yet been determined if she will appear in other Reebok ads, Povinelli said. The Canton, Mass.-based athletic label liked the fact that Eve was ringside at last month’s New York collections.
"We were looking for someone who would appeal to more urban consumers. Eve is clearly a leader in the music industry and she has extremely high fashion credentials. She is as much a fashion icon as a music icon," he said.
Reebok has also stocked up the rapper, who appeared in a bikini in the most recent edition of Fashion of The Times, with its activewear even though she has no contractual obligations to wear it. With plans to launch her own clothing line called Fetish this fall, she is not getting involved with Reebok’s design team, Povinelli said."I can’t say we won’t be discussing that down the road, but it’s not part of the current agreement," he said.
In other news, Reebok plans to spend between $65 million and $75 million on capital projects this year, compared with $27.6 million in 2002, according to a SEC filing. The investment will be used to support its European efforts, to roll out its information management software, to bolster its sports licensing production and to add 10 factory stores outside the U.S. Reebok currently has 53 factory stores in Europe, Canada, Mexico and Japan.
@chanel and @pharrell dropped what’s being dubbed as the world’s most exclusive sneakers yesterday. The Adidas Originals NMD Hu, which Williams designed in collaboration with Chanel and @adidasoriginals, has a waiting list of over 120K people who pre-registered online at chanelatcolette.fr –– and only 500 pairs are on sale. The singer predicted the resale value of the shoes could reach $40K. Read the full interview on WWD.com. Link in bio. #wwdfashion
@imanshumpert is diving deeper into his creative endeavors and relaunching his clothing line, Post 90s, and is helping to raise money for the hurricane victims in St. Maarten with a jersey he’s designed with his brother. The Cleveland Cavaliers player talked to WWD about kneeling during the national anthem, working with fashion brands and how he wants to be more than an @nba player. Read the interview on WWD.com #wwdfashion (📷: George Chinese)
Not only does #TheProfit return to CNBC tonight, but @marcuslemonis has launched @shopmarcus, a new shopping and lifestyle retail experience in Aspen and Chicago, with more locations to come. The retail stores offer in-store stylists and a variety of contemporary womenswear selections.
“It’s life, I’m going to face it,” @mingxi11 sighed. “I fell, but you know, I think the most important thing is that I get back up. I had the love, the help from my sister — the girl next to me Gizele [Oliveira] — she’s so nice. When I went backstage everybody was trying to comfort me like ‘Oh Ming, it’s OK.’ I’m really, really touched. I think it’s them who gave me the courage to go back on stage for the finale,” Xi told WWD of her fall at the @victoriassecret fashion show. (📷: David Fisher) #wwdfashion #vsfashionshow #victoriassecret
@louisvuitton tapped @therealpeterlindbergh for its latest city-centric photo book, which is part of a series called Fashion Eye. The primarily black and white book captures the spirit of Berlin in 57 images shot between 1989 and 2019. “Berlin is an inspiration for me, more than a city. I mean @millajovovich is simply Berlin!” said Lindbergh. #wwdfashion
“You know, I think audiences expect a certain performance so I have to deliver to them what they’re expecting to a certain degree. But I’m also a different actor and a different person, I have my own spin on the character,” says @noahegalvin of his takeover of the leading role in “Dear Evan Hansen” following the departure of @bensplatt, who originated the role. Read WWD’s interview with the 23-year-old actor on WWD.com #wwdeye (📷: @jilliansollazzo)
For pre-fall 2018, @etro created richly-colored wonderland, using tapestries, textiles and wallpapers from the Eastern world at large. The line featured floral and graphic prints and jacquard motifs, like this two-piece look featured here. #wwdfashion (📷: Giovanna Pavesi)
@kith is moving into children’s. The men’s and women’s streetwear brand has launched Kidset, a Kith kids line located in New York at 64 Bleecker Street. The line includes mini versions of staple Kith pieces like the Astor bomber jacket and the Kith box logo sweatshirts, along with a wall that can display up to 120 pairs of shoes from @adidas, @newbalance, @timberland and more. #wwdfashion
“I just wanted to create this fully rounded character, but I do think what excited me most was just the opportunity to give a group of people representation that I feel needs it. I like to do characters in projects that stand for something and Karolina definitely does, so that was really exciting to me,” @ginnygardner says of her new role in @hulu’s “The Runaways.” Gardner plays Karolina Dean, a queer superhero, which is a rarity for @marvel. Read more about Gardner’s character on WWD.com #wwdeye (📷: @dandoperalski)