The famous Reebok dance and Reeboks relationship with Hip Hop

Updated: Sep 11, 2021

Source: In Memoriam: The Reebok S. Carter ...

How many of you guys have heard or seen the famous Reebok dance from 1985? Click on the link if your ready to get down

Am sure many of you have at some point seen a pair of Reeboks sneakers on a famous hip hop artist. How did Reebok establish itself deep within Hip Hop culture.

"The famous Reebok dance was created in 1985. Reebok created a in-house Urban marketing team in 1985. Reebok signed Venus Williams in 2000, made a mega deal with the NFL in 2001 and to fully establish its relationship on the street, signed the hip hop artist Jay - Z in 2002." 

Reeboks History

Established in 1958, Reebok was an extension of the J.W Foster and Sons athletic footwear company, it was one of the very first to use track spikes in their running shoes. The company that would later become Reebok is first founded in the 1890s by Joseph William Foster in the town of Bolton, United Kingdom.

The company was originally called JW Foster and Sons and later changed its name to Reebok in the 1890s. Since the company was started the United Kingdom the original logo included the British Flag. Highsnobiety gives a full breakdown of the history behind the brand and logo.


Reebok Establishing it’s Hip Hop Street Cred

In 1985 Reebok realised the relationship sports stars have with rappers and how the lifestyles were very similar. “Rappers want to be ballers and ballers want to be rappers” The Urban Marketing division was formed that year.

Hip Hop rapper Jay-Z was the first non-athlete to get a signature shoe from Reebok. The S. Carter sneaker became the fastest-selling shoe in the Reeboks’s history. Later, Reebok made a deal with hip hop rapper 50 Cent to release a line of G-Unit sneakers, Reebok also produce shoes for designer Emporio Armani under the designer streetwear label EA7.

Reebok’s Price Tag of $24 Billion

Reebok may be getting a new owner, it’s sportswear parent company Adidas looks to offload the household name brand. A business dream team of hip-hop business mogul, Percy “Master P” Miller and former NBA All-Star Baron Davis are showing a interest in the company, which could have a asking price of around $2.4 billion.

Cardi B and Reeboks New Collection

After rapper Cards B’s success of her first collection late last year with Reebok. They have joined forces yet again to create “Let Me Be…In My World” collection.

The collection showcases dramatic proportions, bold details, and flattering fits for people of all shapes and sizes. Includes pink and red tracksuits, leggings and Cardi B Classic Leather sneakers.

Source for images:

Street ready sneakers in 4 colours inspired by the New York vibe and hustle of Cardi's hometown.

NDD Clothings Fab 2 Sneakers from Cardi B's collection

NDD Clothing has chosen 2 of their favourite sneakers that will go with NDD's new streetwear collection out soon.

Cardi B Classic Leather Shoes

Hunter Green / Army Green / Golden Bronze

Cloud White / Pure Grey 1 / Golden Bronze
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