Reebok

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Reebok Logo

Reebok is an Anglo-American footwear and clothing company that has been a subsidiary of German sporting goods giant Adidas since August 2005. Reebok produces and distributes fitness, running and CrossFit sportswear including clothing and footwear. It is the official footwear and apparel sponsor for Ultimate Fighting Championship (UFC), CrossFit, and Spartan Race.[1]

In 1958, Reebok was established as a companion company to J.W. Foster and Sons, founded in 1895 in Bolton, Lancashire, England. The company's global headquarters are located in Boston, Massachusetts, U.S., with regional offices in Amsterdam, Montreal, Hong Kong, and Mexico City.

Support to Black Lives Matter

Reebok Twitter post

In a message to the black community, Reebok said: “We are not asking you to buy our shoes. We are asking you to walk in someone else’s.” This is an example of fast and poignant messaging to show solidarity with people of colour and the Black Lives Matter movement.[2]

CrossFit CEO's racist tweet

CrossFit’s CEO Greg Glassman tweeted a racist remark about George Floyd and Black Lives Matter after the Institute for Health Metrics and Evaluation shared a statement on Twitter about the Black Lives Matter movement and why “racism is a public health issue,” Glassman replied, “It’s FLOYD-19." Glassman was referencing the worldwide protests that began after Floyd was killed while in police custody on May 25, and the ongoing COVID-19 pandemic.[3]

Glassman’s tweet of June 6 2020 set off an anger among CrossFit gym members, owners, professional athletes and many of the brands that have long been affiliated with CrossFit. Reebok, which has been the exclusive maker of all official CrossFit apparel and the title sponsor of the annual CrossFit games for the last 10 years, said that they would drop their affiliation once their contract ends this year.

“Our partnership with CrossFit HQ comes to an end later this year. Recently, we have been in discussions regarding a new agreement, however, in light of recent events, we have made the decision to end our partnership with CrossFit HQ,” Reebok said in a statement to Footwear News. “We will fulfill our remaining contractual obligations in 2020. We owe this to the CrossFit Games competitors, fans and the community.”[3]

Reebok x Pyer Moss: Black Creatives

Reebok x Pyer Moss

Reebok shared their support of the black community by expressing how impactful they’ve been on the Reebok brand, as well as the country. Reebok also extended their partnership with Pyer Moss by Kerby Jean-Raymond, a Hatian American designer who’s spent 11 years in the fashion industry building a label that demonstrates a narrative that speaks to Black heritage and activism. Through his solo collaboration, Reebok has allowed Raymond to have creative control and do what he does best with fashion. His recent capsule collection is a timely social experiment pushing the industry forward to examine itself.

Black designers have not had the visibility in the industry until recently where the resurgence of New York Fashion has been invigorated by the likes of Pyer Moss, Teflar, Lukhanyo Mdingi, and others.

The Reebok By Pyer Moss Collection 3 is inspired by the Ghanaian word Sankofa, “go back and get it.” The collection reclaims a cultural heritage. The undeniable heritage is an inspiration that combines history and goes beyond just fashion, but a collection that ultimately showcases stories that need to be heard.[4]

References

  1. Reebok. Wikipedia. Retrieved January 31, 2021.
  2. Mirzaei, Abas., Dr. Big brands take a stand and support Black Lives Matter. June 22, 2020. adnews.com. Retrieved January 31, 2021.
  3. 3.0 3.1 mazziotta, Julie. CrossFit CEO's Racist Tweet Prompts Many Gyms — and Reebok — to Cut Ties with the Brand. June 8, 2020. people.com. Retrieved January 31, 2021.
  4. Uvieghara, Nicole. 12 Examples of Brands Supporting #BlackLivesMatter. July 17, 2020. taboola.com. Retrieved January 31, 2021.