Reebok has entered into a partnership with Future, its second significant deal with a rapper following Kendrick Lamar.
The Atlanta rapper has been posting about Reebok on Instagram for a few weeks now, hinting at a larger announcement, which is finally here.
“Future exudes the type of fearlessness and authenticity that Reebok Classic stands for,” said Todd Krinsky, Global Vice President of Reebok Classic and Entertainment. “This partnership not only continues our brand’s longstanding legacy of working with the world’s best hip hop artists, but also solidifies Reebok Classic’s commitment to never back down from pushing boundaries. I’ve had a preview of what’s to come from Future and Reebok and I can’t wait for everyone to see!”
“I’m excited to kick off the summer with Reebok by my side,” Future commented. “It’s a natural fit for me to work with a brand like Reebok that also shares my beliefs in moving culture forward and being passionate in what you believe in. Not only am I honored, but I feel privileged to be a part of the family.”
The products released via Future and Reebok partnership have yet to be unveiled.