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‘Bike Life’ Subculture Goes Mainstream With New Reebok Drop

The Rivet 50 is calling for nominations for leaders in the denim industry in 5 categories: design, influencer, leadership, sustainability and supply chain. Nominations close on May 23.

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…

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