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Parent Category: The Market Place

Category: Footwear

Last Updated on Sunday, 22 January 2012 03:50

Written by Mark Tanno

REEBOK TEAMS WITH

SWIZZ BEATS

REEBOK LIMITED EDITIONS

”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.”

WIRE IMAGE

GETTY IMAGES 

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.”

Swizz Beats Reebok Classics Reebok Lite Reebok Kamikaze Reebok And Swizz Beats Chris Robinson The Triple Black Kamikaze Lil Buck Kelli Divincen Destini Rogers Daniel Graham Chris Robinson Duncan Tran Lil’ Bob Haspop B-Boy L.L. Flex Reethym Of Lite Campaign