Fashion

Reebok Kicks Off Shanghai Fashion Week With See-Now Buy-Now Show

The brand also debuted a new sneaker silhouette.

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3,685 Hypes

Reebok Kicks Off Shanghai Fashion Week With See-Now Buy-Now Show

The brand also debuted a new sneaker silhouette.

Last night, Reebok kicked off Shanghai Fashion Week with the opening show at Xintiandi. The runway presentation took on a theme titled “The Other Side” which highlighted the global brand’s upcoming Fall/Winter 2019 collection. The runway also featured a “see-now-buy-now” capsule, including selects from the Spring/Summer 2019 line.

The major footwear style at the show included the Reebok Advanced Concepts Sole Fury. Created by the original “shoe mash up” creator Helen Kirkum, this model takes design cues from the beloved Instapump Fury. Rooted in performance the model also comes with details from the brand’s 3D Opus 98, Run.R 96 and Ventilator trainers, to create three iterations of the Sole Fury for Shanghai Fashion Week.

In an official statement, Reebok president Matt O’Toole shared his thoughts on the presentation:

“Whether through innovations like The Pump technology that gave birth to the Instapump Fury or brand partnerships like CrossFit and Les Mills that helped spark a global fitness movement, Reebok has always been daring and bold, willing to do what many other sports brands have not. Now we’re doing it again at Shanghai Fashion Week. We know the future of style, trend and innovation will come from Asia, especially China.”

Alongside the showcase, Reebok also highlighted its new partnership with Business of Fashion, an inaugural BoF China Prize. One of six emerging designer finalists will be awarded $100,000 USD, in addition to being invited to work with Reebok to create an exclusive sneaker. Notably, the winner will also receive mentorship from Reebok which will lead to a show at London Fashion Week later this year. The BoF China Prize winner will be announced during SFW on March 29.

Take a look at Reebok’s event in the gallery above.

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