Last night in New York City, to an audience of global celebrities and influencers, Reebok Classics and Swizz Beatz unveiled their biggest joint project to date – the 2011 Reethym of Lite campaign. The campaign celebrates the new Reebok Lite footwear and apparel collection – iconic Reebok styles with cutting-edge technology – through Swizz’s own interpretation of the Reethym of Lite.
”The Reethym of Lite campaign connects people to something they hear on the radio, see on the TV, enjoy at a party – and also see as a commercial during their favorite show,” said Swizz Beatz. “For me, the Reethym of Lite is an “International Party” – it connects the sneakers being light, the rhythm of dance, music, art and style and the rhythm of the people, the fact that everyone should have light in their life. Reebok and Swizz are taking Reebok Lite and the Reethym of Lite global.”
The campaign is the latest step in a partnership that is redefining the traditional definition of an artist-brand collaboration. Reebok enlisted the platinum producer, artist, designer and philanthropist as the creative director for this campaign, which marks the return of Reebok Classics to TV.
Swizz’s musical vision of the Reethym of Lite came to life with an “International Party”. Swizz adds, “When I finished the record I knew it was a perfect fit for the campaign – it just felt right”. With the lyrics and the beat in place, Swizz felt he was ready to visually bring the Reethym of Lite to life, and he knew the perfect man for the job – globally-renowned music video director Chris Robinson.
For Swizz’s interpretation of Reethym of Lite to become a reality, Swizz and Chris worked with some of the top creative minds in the industry, including choreographer Hi-Hat and laser light artist Eliav Kadosh. Hi-Hat selected a core team of 25 dancers from around the world to bring the vision of the Reebok Lite sneakers and dance to life. The nine principle dancers, who feature prominently in the music video and the Reethym of Lite campaign, include up-and-coming stars of the street dance world including Lil Buck, Haspop, Destini Rogers, B-Boy L.L. Flex, Kelli Divincen, Daniel Graham, Duncan Tran and B-Boy Lil’ Bob. In addition to these dancers, more than 150 extras participated in a climactic scene – a true “International Party.”
On the set in California at Downey Studios – the birthplace of the Apollo space program – Light Rave International created laser installations and light effects. Pushing the limits of laser light art, the team created a cutting-edge effect using lasers, smoke and an acrylic box. The end effect is that of a multi-dimensional Classic R enclosed within a box.
Todd Krinsky, Head of Classics for Reebok, said, “Over the past year, we’ve really focused our efforts to create great products that sit at the intersection of life, sport and style. In our Classic Lite collection, we’ve updated iconic Reebok styles with materials, colors and styling details that appeal to people who live their lives at the intersection of dance, art, street culture and sport – and it’s these people who we wanted to celebrate in the Reethym of Lite campaign. Swizz understands where we want to take the brand, and with this campaign, we’re on our way to success.”
The Reebok Lite collection is currently available in retail outlets around the world for both men and women. The Reethym of Lite TV spot premieres today on www.WeRClassic.com