Sneakers and sport have commanded attention at men’s fashion weeks around the world this summer, and now a new move by Reebok is set to cement the global fitness and lifestyle brand’s position in the front row.
Reebok announced Wednesday its partnership with the Council of Fashion Designers of America, Inc. (CFDA), which will center around fostering creativity and the future talent of American fashion.
By working together with the CFDA, Reebok will help to support up-and-coming designers within its Fashion Future Graduate Showcase (FFGS), a partnership with the New York City Economic Development Corporation NYCEDC that spotlights the best talent from eight colleges nationwide.
Through FFGS, Reebok and the CFDA will engage innovative thinkers from across the U.S. early on in their careers and will work together to provide opportunities to propel these candidates to the next stage via industry exposure and mentorships with established industry figures. Graduates will have the opportunity to visit Reebok HQ and learn more about the inner workings of the global fitness and lifestyle brand.
“Reebok is committed to inspiring and enabling people to push boundaries and reach their full potential. With the need to secure the creative talent of tomorrow today, our partnership with the CFDA will enable us to identify and support the next generation of American fashion trailblazers,” Karen Reuther, Reebok creative director, said. “To stay ahead, tomorrow’s leaders will need to incorporate digital innovation, sustainability and ethical practices into their fashion philosophy and our ambition is that, through our union with the CFDA, we will be able to nurture these exciting individuals to meet the evolving demands of the industry.”
Additionally, from February 2019, Reebok will be an official supporter of New York Fashion Week: Men’s with a specific focus on discovering and supporting the next generation of talent. The strategic partnership, the company said, is an opportunity to “advance and shape the future of American menswear design.”
Reebok has made several moves recently outside its comfort zone of fitness and sports. Designers Victoria Beckham and Pyer Moss are developing collections under Reebok’s Innovation Collective for Fall ’18. The collective previously produced collaborations with fashion week darlings Vetements and Cottweiler.