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Reebok Partners with Future for ‘Fury’ Pop-Up Shop

Reebok Classic launched a surprise pop-up shop in Manhattan Tuesday, giving fans their first chance to buy sneakers from the brand’s collaboration with the rapper Future.

The Reebok Fury Pop-Up, located at the Footaction store in Midtown, was launched to celebrate Reebok’s Instapump Fury sneaker, as well as the partnership of Reebok and Future, announced earlier this year. The pop-up marks the first time that consumers will be able to purchase the new Instapump Fury Overbranded sneaker that Future has been wearing on his tour.

“I’ve really enjoyed wearing Reebok on my tour this summer and the Instapump Fury is definitely one of my favorite looks,” said Future. “This partnership is much more than just one particular shoe, or any shoe for that matter. We’re excited to show everyone the next stage of the Reebok x Future relationship as this is just the beginning.”

The store also included a “Fury Print Workshop” featuring live pencil sneaker drawings by famed illustrator Steph Morris, as well as a “Back to the Fury” Instapump area that featured some of the top Reebok collaborations from years past, including John Maeda, Voltron, Chanel, and Marvel.

Reebok Classic has a long, established history at the intersection of art, music and fashion and the Fury Pop Up is a perfect display of that,” said Reebok Classic Vice President Todd Krinsky.

Fans who weren’t able to visit Reebok’s pop-up still have a chance to buy the shoe. The model launched nationwide on Oct. 12 at Footaction, Shiekh, DTLR, Villa and other retailers, as well as online at Reebok’s website.