Back to the … Future
The hip-hop star’s new Reebok sneaker collaboration is a wicked ’90s redux
On July 9, Future and Reebok announced a new sneaker pairing called the InstaPump Fury “Overbranded,” which will launch in fall 2016.
The Atlanta-born rapper used his Snapchat and Instagram channels to draw attention to the synergies between his music and one of Reebok’s iconic styles.
The InstaPump Fury style hasn’t exactly been a blockbuster seller for Reebok in the United States, but has achieved cult status across Asia, where its various colorways have sold tremendously well since the shoe’s official debut in 1994.
“Future exudes the type of fearlessness and authenticity that Reebok Classic stands for,” said Todd Krinsky, global vice president of Reebok Classic and Entertainment, in a press release. “This partnership not only continues our brand’s longstanding legacy of working with the world’s best hip-hop artists, but also solidifies Reebok Classic’s commitment to never back down from pushing boundaries.”
Reebok’s other stellar hip-hop collaborator is Kendrick Lamar, who released his third sneaker capsule collection in June.
Future and his frequent collaborator Drake will begin their Summer Sixteen concert tour on July 20 in Detroit. Reebok will have a retail presence at each tour stop.