Suhad Shtayyeh
Amman, November 9, 2017
by Suhad Shtayyeh

Victoria Beckham and Reebok || Here’s What’s In Store

Victoria Beckham was dressed appropriately on her first day at work at the Reebok headquarters. Wearing a pair of Club C Reebok trainers, causal black pants and a white t-shirt.

After her successful collaborations with the likes of Estée Lauder and Target, perhaps this was a natural progression. At the other end, Reebok’s strategy is clear, adding fashion to sportswear in Stella McCartney for Adidas style.

For the past decade ath-leisure has been the industry buzz word. Clothing that works both inside and outside the gym. About a year ago, the term glam-leisure was coined to describe glamorous clothing that has the comfort of sportswear. Think the fashionable training suits that have cropped up at labels such as Chloe, Gucci and Valentino. It is this sophisticated, adult fashion that Reebok is hoping to capitalize on.

Although a variety of young celebrities such as Gigi Hadid and Ariana Grande have been associated with the brand, making it more relevant to generation Z. It is an entirely different kettle of fish with this collaboration with Victoria Beckham, a well established designer and in her forties with grown up taste. The collection which is slated for Autumn 2018 will be part of the Innovation Collection. When asked about the collaboration, Beckham shared,

“I have long incorporated sportswear into my wardrobe and daily life and I am thrilled to be coming together with Reebok on such a dynamic proposition...To have the opportunity to challenge the traditional notions of fitness wear within a fashion context is something I have always wanted to do.”

The statement from Reebok was a little more dramatic, declaring the collaboration to be ‘a pivotal moment in the worlds of fitness and fashion’. A bit much, but we are super excited nonetheless.

Nov 9, 2017