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‘Bike Life’ Subculture Goes Mainstream With New Reebok Drop

Reebok debuted the first collection from its new I3 Motorsports campaign Tuesday.

Centered around the “bike life” subculture, the campaign highlights the footwear giant’s relationship to inner-city motorsport through the lens of long-time Reebok partner and former professional basketball player Allen Iverson. Its first entry, the “Street Sleigh” pack, features “moto-inspired” takes on Iverson’s Question Mid and the Classic Leather Legacy.

Tailored with a contemporary red and black holiday aesthetic, the Question Mid “Street Sleigh” presents a material execution inspired by ATVs and dirt bikes known for their high-contrast matte and gloss detailing. The deep black full-grain leather upper is accented with a patent synthetic toe and a rich red overlay that flows onto a glossed midsole. The shoe is available in toddler through adults sizes.

Riding alongside the Question Mid, the new Classic Leather Legacy “Street Sleigh” “presents a clean and thoughtful symbol of bike life and Reebok heritage,” the company said. The sneaker features a rich red leather upper atop a deep black rubber outsole, mixing glossy and matte overlays throughout.

To celebrate the bike life subculture, Reebok released the new “Street Sleigh” collection alongside a photo series documenting riders from Atlanta. The series, it said, “captures the pure freedom of expression, movement, style and prowess of these individuals and their wider community.”

The Street Sleigh capsule also ushers in Reebok’s new Iverson Apparel range, showcasing historic images captured by longtime Iverson photographer Gary Land, among other graphic designs.

Reebok’s Street Sleigh footwear and streetwear pack is available on its website, as well as at Foot Locker, Champs, Finish Line and other select retailers. The Question Mid and Classic Leather Legacy retail for $140 and $80, respectively. Reebok says it has additional I3 Motorsports releases planned for the spring.

The new collection arrives following news that Reebok may be finding a new parent company in the near future. Adidas confirmed Monday that it is looking an options that might include offloading the brand, which it originally bought for $3.8 billion in 2006. Potential acquirers include brand management firm Authentic Brands Group as well as Timberland and North Face owner VF Corp. A decision will be announced on March 10 at its annual investor conference, Adidas said.