Fashion

The History of Reebok

WHERE IT ALL STARTED

Reebok was founded by J.W. Foster and Sons in in 1895 in GB. In 1924, the company manufactured running shoes for the athletes in the Olympic Games. In 1958 two grandsons of the founders founded a joint venture under the name Reebok. In 1979, Reebok shoes conquered the American market and were considered the most expensive running shoes available at the time. Today Reebok is an American-inspired global brand with a deep fitness heritage and a clear mission: To be the best fitness brand in the world. Not an easy one. But if there is one brand that can make it happen, it is Reebok, the brand that was fundamentally part of a fitness movement that forever changed the way we look at spandex and headbands. Sure, this is not the 1980s anymore – the world has moved on. But so has Reebok and it continues to be daring. Daring is knowing greatness doesn’t come from sameness. The past years have been characterized by a transformation from traditional sports to fitness. The three sides of the Reebok Delta, a symbol of change and transformation, represent the physical, mental and social changes that occur when individuals embrace the challenge of bettering themselves in the gym, in their lives and in the world.

BELIEF 

Reebok’s story has established core ideals that allow them to remain strong, clear, and unwavering as an organization. Reebok’s patrons also believe that sport has the power to change lives. As a brand Reebok defines sport as something greater. Greater than fandom, or the lives of all-stars. As everyday participation – for anybody and anybody. Reebok defines sport as fitness.

OBSESSION

Reebok is obsessed with helping people become their absolute best – physically mentally and socially. Because we can all ‘Be More Human’. 

 

2019: AZTREK RE-RUN 90`s

DARING FUELS HISTORY, as a brand with irreverence, attitude and personality, Reebok doesn’t follow others and they always stay true to who they are. From the 90’s till now, Reebok has been consistent on who they’re supposed to be. “Whatever mistakes we made….Whatever screw ups we oversaw….We stayed on the path we set for ourselves.” ─ That kind of confidence cant be faked, because confidence is fearless. It is honest and unfiltered. It is a bit reckless and most of all it never apologises.

TODAY – NO BOUNDARIES:

Reebok, is the brand of the BOLD and BRAVE, for those who venture off the beaten path and dont follow the masses. SS19 Aztrek celebrates the rich counter culture of the 90’s and the individuals who sought to create their own scenes when the mainstream did’nt represent them. Breaking boundaries and refusing to conform. Often led by music culture, these underground communities brought together like-minded individuals creating the perfect conditions for all aspects of creativity to flourish from the art to fashion and beyond.

 

IN THE 90`s

       

 

THE DESIGN:                                                                              

     

  

THE STORY BEHIND THE DESIGN:

 

 

         

 Shop The Latest Reebok Here.

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