Reebok Takes Over Paris Fashion Week With Runway Shows, Fitness Activations and More
Reebok descended upon the City of Lights at Paris Fashion Week, making notable appearances at runway shows, community-building events, sweat-inducing fitness classes and out-of-the-box product showcases.
Within 10 days, the irreverent sports culture brand hosted 20 live activations, generating a social media reach of more than 27 million and media reach upwards of 100 million.
Runway Shows
BOTTER F/W ‘24 Runway Show
On the runway, Reebok and Paris-based fashion label BOTTER kicked off Day Two of the highly anticipated week by unveiling their fall collaboration during the latter’s DARK WATERS runway show. Models stepped out in the brands’ low-top footwear, two-toned puffer jackets and oversized duffle bags in BOTTER’s signature blue. The DARK WATERS collection embodied a fusion of Caribbean culture, sustainability and elegance, and the show featured music by Bnnyhunna, an emerging artist from Amsterdam.
Hed Mayner F/W ‘24 Digital Show
The Israeli fashion designer proposed an evolution of classics for the 2024 fall season, highlighted by oversized parkas, track pants and sneakers that include a reimagined take on Reebok’s Blacktop—a brutalist basketball sneaker from the ‘90s.
Fitness Activations
HEGO Crossfit
Empowering all forms of movement, Reebok partnered with CrossFit supplier Fittest Freakest for an early morning workout at the high-end HEGO Crossfit studio. Participants trained alongside the “10th-fittest man in the world,” Jelle Host, and even snagged their very own Nano X4 sneakers.
Barry’s Bootcamp
Reebok and HIIT hotspot Barry's Bootcamp kicked off an entire week of activations that connected the Parisian fitness community, ranging from daily gifts to special classes designed to highlight the new Nano X4 training shoe. Following the heart-pumping session, the Barry’s community gathered for a party to wrap up Paris Fashion Week.
Riise Yoga Showcase
Reebok also teamed up with Paris-based Riise Yoga for two classes to show off its Lux collection of premium fitness apparel and help yogis take a step back from the hustle and bustle of fashion week. Riise instructors Florian Baudouin and Mathilde Strauss led the candlelit classes, designed to evoke relaxation and rejuvenation.
Bike Crew Takeover
More than 30 local riders took to the streets of Paris as a crew, rocking both Reebok apparel and the iconic Club C sneakers. The activation accumulated over 1.5 million views across social media.
Launch Events & installations
Kith Paris
Reebok debuted its PAST, PRESENT, FUTURE activation at Kith Paris, where hundreds of guests—including Paris Saint-Germain F.C. star Lucas Hernandez and American rapper Bun B—enjoyed bites, refreshments and music from an in-house DJ and the brand’s newest global partner, Tobe Nwigwe.
Citadium
Partnering with the chic Paris department store, Reebok highlighted the evolution of the Club C shoe through an activation that featured a special performance from world-champion dance ensemble Breakin Kids as well as customization sessions hosted by designer Thon Mayo.
Reebok LTD Showroom
Reebok LTD also debuted a custom showroom in Paris, spotlighting an assortment of the brand’s footwear, apparel and outerwear in a variety of designs and colorways.
Reebok x Aries
Reebok and London streetwear brand Aries hosted a launch event in celebration of its newest drop, inspired by all things magical and supernatural. The limited-edition Classic Leather trainer is tinted with Aries’ signature aqua color and accented with gold, featuring a vintage tongue and exposed foam with additional teal laces in an exclusive box.
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