The weekend just gone, Bolton-born Reebok took over The Vinyl Factory (via Phonica Records) to remind us all why we should still pay a large measure of attention to them. The pop-up, entitled Full Circle was a celebration of everything that makes Reebok such an enduring icon of culture.
Anchoring the event was a photography exhibition curated by Ewen Spencer, pairing his documentation of British youth culture with work from emerging community photographers.
On the product side, a limited number of garment leather versions of the Reebok Workout Plus, Reebok Freestyle Hi, Reebok Classic Leather and Reebok Club C were sold at their original 90s price of £44.99
An archival display curated by Rhys McKee, complete with a live conversation alongside footwear archivist Alice (@boot.alicious) and the Reebok product team, added depth and although we weren’t there, we’re pretty sure the levels of sneakery geekery were off the scale.
Like all of these events, interactivity is key. As much as you want to look at really nice images and products, you get a lot more from these things if you’re actually involved, so the conversation aspect, paired with a leather tag customisation via our pals at Greater Goods got people onside in that sense. In addition, print workshops with Ed Phipps and Reemix Sessions offered open studio time and mentorship with K-Trap (it says here) plus there was a screening and listening session hosted by Goodhood.
Undoubtedly, some of this was aimed at reminding those who have been here before why they loved the brand first and probably second time around, but like anything truly termed ‘Classic’, the ability of Reebok and its top tier of silhouettes to resonate with a new generation is a testament to that rare quality of timelessness it possesses.
