It was definitely “showtime” last night in NYC as Reebok Classics kicked off it’s “Reethym of Lite” event hosted by Reebok Creative Director and famed Swizz Beatz. Attendees including Jay-Z, Beyonce, Alicia Keys, Sean “P Diddy” Combs, Gayle King, Pharrell Williams, Clive Davis, DJ Khaled, Busta Rhymes, Chrisette Michele and a host of others all showed support in the celebration of the new Reebok Lite footwear and apparel collection. Guests were treated to a live performance by Beatz himself and guest Lloyd Banks as Hennessy and Hennessy Black-inspired cocktails kept the party going.
When describing his vision for the Reethym of Lite campaign, Swizz says, “It’s something people hear on the radio, see on TV, enjoy at a party and see as a commercial when watching their favorite show. This is an international party.”
Todd Krinsky, head of Classics for Reebok, said, “The shoe was inspired by those who live their lives at the intersection of dance, art, street culture and sport. It’s these people that we wanted to celebrate in the Reethym of Lite campaign.”
The Reebok Lite collection is currently available in retail outlets around the world.
Check out more on Swizz and the collabo in our exclusive interview in this month’s YRB magazine:https://yrbmag.com/2011/07/props-swizz-beatzreebok-clazzic/