Reebok’s latest partnership elevates the global fitness and lifestyle brand’s fashion status level to posh. The company announced Wednesday a new long-term partnership with designer and style icon Victoria Beckham.
Beckham teased news about the partnership on Instagram with photos from her visit to the brand’s Boston headquarters. In the photos, Beckham is wearing Reebok’s all-white Club C sneakers.
“I am incredibly excited to embark on this partnership built on shared values. I have always championed instilling confidence in women and Reebok is a brand that has been at the forefront of this same message for decades,” Beckham said in a statement. She added, “To have the opportunity to challenge the traditional notions of fitness wear within a fashion context is something I have always wanted to do. I have long incorporated sportswear into my wardrobe and daily life and I am thrilled to be coming together with Reebok on such a dynamic proposition.”
The Reebok x Victoria Beckham collection will be introduced in late 2018 and will sit in the Reebok Innovation Collective, Reebok’s initiative that focuses on developing forward-thinking footwear and apparel design, from conceptual runway designs to tech-driven products.
Reebok didn’t reveal additional any product or design details about the Victoria Beckham collection. However, past partnerships under the Reebok Innovation Collective have ranged from design houses Cottweiler and Vetements to the David Clark Company, in its quest to create the ultimate, high-performance space boot.
Beckham, best known for her bold pops of color and minimalistic designs, joins Reebok’s growing team of female brand ambassadors and partners, including Ariana Grande, Gigi Hadid, Aly Raisman and Teyana Taylor.
“As a brand, we look to partner with not just influential women, but women who want to truly change the world,” said Corinna Werkle, Reebok senior vice president of women’s initiative. “There’s no better embodiment of this than Victoria. She is a true visionary who possesses a relentless desire to help women become the best version of themselves. This desire shines through in everything she touches, especially her designs, which continue to push industry standards season after season. We cannot wait for the world to see what she will do with our collaboration.”