Footwear titan Reebok has become the first brand to “drop” a collection with Amazon’s influencer-led fashion platform.
Reebok x The Drop launched Tuesday with a curated assortment of the athletic shoe brand’s most coveted silhouettes, styled by influencers @dressupbuttercup, @taymbrown and @melodyslife, who boast a combined reach of more than 1.2 million fans and followers.
Nine looks pulled from Amazon’s Staples by The Drop collection of “wear-on-repeat” wardrobe essentials are designed to provide customers with ideas on how to pair the shoes with easy-wearing pieces as well as day-to-night styling. While the sneaker styles aren’t available exclusively through The Drop, the collection includes a newly launched shoe dubbed The Classic Leather Legacy.
Styled by blogger and YouTuber Melody Acevedo, the new cerulean blue leather sneaker is punctuated by white, red and chartreuse details, and styled with a minimalist hoodie dress.
Amazon’s The Drop collections, which launched last year, are typically made on demand, selling out sometimes in a matter of hours due to limited fabric inventory. Last month, the platform featured its introductory size-inclusive collection, designed by style blogger Caralyn Mirand. The collection, which was available in sizes XXS-3X, sold out in under 30 hours, the standard frame of time for which Amazon makes drops for sale.
The Reebok x The Drop collection is manufactured by the brand itself, and the collection’s evergreen styles are always available to shoppers both through the brand and on Amazon’s marketplace, a departure from the usual limited-time releases.
The Drop’s growing cachet—and the illusion of product scarcity—could represent an opportunity for Reebok to get in front of new, young shoppers who are compelled to spend. Fashion influencers have grown in popularity over the past decade due to their relatable, real-world styling tips, which provide a roadmap for shoppers looking for inspiration.
And, ironically perhaps, Amazon pulled its inspiration for The Drop from sneaker culture, seeking to replicate the frenzied product grabs that take place whenever a brand like Nike or Yeezy releases an exclusive, limited-edition style.
Reebok did not respond to a request for comment by the time of publication.