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Reebok is taking its iconic Freestyle shoe on a world tour with last week’s launch of a campaign promoting an apparel and footwear line inspired by six fashion-forward cities and the women who live in them.
This story first appeared in the February 19, 2008 issue of WWD. Subscribe Today.
Following the Freestyle’s 25th anniversary last year, the Freestyle World Tour Collection pays homage not only to the cities but also to “six authentic, aspirational women” with a shoe and clothing line designed for each one. The rollout schedule is as follows:
– In February, Tokyo will be represented by Ai Yasuda, one of Tokyo’s first NFL cheerleaders, and the product will reflect the city’s energy with neon pops of colors and features an infused foil print reminiscent of Tokyo’s subway map.
– In March, Paris will be represented by French singer-songwriter Yelle. The product uses the cancan’s traditional red, pink and black.
– In May, New Delhi will be represented by Bollywood actress Sagarika Ghatge, and the product features rich embossed satin, vibrant color and adornments such as on traditional Indian clothing.
– In July, Madrid will be represented by top Spanish model Bimba Bose, with the product conjuring the passion of flamenco dancers with floral designs and ruffle details.
– In September (during London Fashion Week), London will be represented by DJ Nikki Beatnik, and the product comes in traditional English materials like houndstooth, herringbone and heavy denim, plus the Tower of London’s iconic raven is embroidered on the Freestyle’s heel.
– In November, New York will be represented by actress Sheetal Sheth, who stars in the upcoming film “Looking for Comedy in the Muslim World,” and the product will be taxi yellow and feature graphic prints of popular street names and tourist areas.
“The global nature of this iconic shoe is brought to life by interesting women,” said Grace Pardy, Reebok’s head of lifestyle marketing. “We wanted real women who are artistically making a difference — upcoming, free-spirited, authentic women.”
Each Freestyle shoe will retail for $85, and the corresponding apparel collection of hoodies, track jackets, T-shirts and sweatshirts range from $28 to $75 at retail. The collections are designed to be relatively limited edition, available only this year in about 300 doors globally.
The line will be marketed with traditional print ads, as well as video content on MySpace.com and reebok.com, in addition to some city events, beginning in Tokyo on Feb. 21.