While the $48 billion ath-leisure sector continues to grow, designers and athletic industry executives put their fitness skills to the test.
In the 10 years since she started her signature fashion collection, Victoria Beckham has expanded into other categories and recently hired Paolo Riva as chief executive officer.
In his two years with Reebok, Thomas Steinbrück opened a Berlin design office, helped create the interiors of the brand’s new Boston headquarters and ind up collaborations with Vetements.
Her marching orders include partnering with Reebok’s “product and marketing teams to deliver innovative, performance-led products for the consumer who is both fitness and style obsessed.”
The “Game of Thrones” actress will join Ariana Grande, Gal Gadot and Gigi Hadid in a female-skewed initiative later this year.
The designer presented some of her forthcoming Reebok collaboration in Los Angeles, where she was joined by brand ambassador Shaquille O’Neal.
The mother of two has opted for some physically-demanding film roles such as “Wonder Woman,” “Fast & Furious,” and “Batman v Superman: Dawn of Justice.”
The revamped Eighties classic originally debuted at New York Fashion Week in September.
The brand’s running and training business units have been consolidated into its new Performance Business Unit.
Hadid along with Ariana Grande, Rae Sremmurd, Teyana Taylor and Lil Yachty have been enlisted for Reebok Classics’ “Always Classic” campaign.
The firm worked with Gensler to develop three concepts for the “gym of the future.”
Beckham plans to shake up her show schedule to mark a decade in the fashion business.
As part of the deal with Reebok, Victoria Beckham will unveil a collection late next year that will be part of the brand’s Innovative Collective.