If you’ve been alive for more than 18 years and have spent any of that time in the UK, you’ll have some sort of history with Reebok. Whether it was watching your brother’s mates boot a ball around the park in a pair of Workouts, or owning a pair of Classics yourself that you wore a little too hard, Reebok is one of those footwear brands you just can’t escape.
Born in Bolton but since conquering just about every other corner of the globe, Reebok is a brand – and a story – we’ve admired since the early days at Proper. Now, for a new segment, we’re catching up with friends and family to dig a little deeper into their own history with Reebok.
First in our crosshairs is Vinnie, of Sneaker Pharm* – a Manchester-based shoe care boutique that’s resurrected more Reeboks than we can shake a stick at. Vinnie quite literally knows Reebok inside out, and having grown up in Bolton, it’s a brand that has been there with him since day one.
Hi Vinnie, can you explain a little bit about what you do and how Sneaker Pharm* started?
So I’m the owner and founder of Sneaker Pharm – Manchester’s first premium shoe care boutique – I started back in 2019 to offer a cleaning and care service to the growing sneaker market. Originally, I was operating out of a tiny 8x10ft shipping container stored under a bridge, but we’ve since moved into our own flagship store on Dale Street in the Northern Quarter.
Our range of services has also expanded, covering everything from cleaning and re-stitching to full rebuilds and sole swaps.
When did you originally develop an interest in footwear?
I’ve always been interested in music, and I think fashion goes hand in hand with it. Music introduced me to so many subcultures and cool pockets of different styles, and I’ve always been drawn to the expression of individuality.
But I think my love for fashion really developed between 2011 & 2012, when my eyes were first opened to a new generation of ‘cool’ retailers. I would trawl through places like Dover Street Market, blogs, and publications, just building my knowledge of brands.
I was also always in awe of the tailors of Savile Row, but I didn’t have any background in fashion – it felt like something you had to have formal training in, until Virgil Abloh opened my eyes to alternative paths into the industry. Overnight streetwear & sneakers started creeping into every aspect of high fashion via collabs, which expanded my understanding and lens towards fashion.
You live in Bolton – the birthplace of Reebok. Is Reebok something you interacted with when you were growing up?
I grew up in the ’90s, and Reebok’s influence was huge.
From the Bolton Wanderers stadium, to lads hanging outside petrol stations in their decatted VW Golfs and Ford Escorts, even to my sister’s babysitters. Reebok has always had a cultural cache and nostalgia that every brand tries to replicate now.
What springs to mind when you think of Reebok?
The Reebok Classic with a gum sole was ingrained into my brain before I even knew what fashion was. I can still hear the PlayStation 1 start-up noise and the sound of a football hitting the curb as soon as I see that shoe.
More recently, the JJJJound x Reebok Club C had me, and every moodboard on Instagram in a chokehold.
You’ve got a signed copy of Joe Foster’s book on how he started Reebok – how did that come into your possession?
I’m always on the lookout for shoe or sneaker memorabilia, and I heard about the release from Joe Foster’s Instagram – I just left a note for him to sign my copy, and he graciously did.
Is there anything you admire about Reebok when comparing it to other footwear brands?
I feel like their ability to stay true to their original designs without pressure to change too much is impressive. Aside from updating materials and types of leather, their Classic silhouettes really hold true to the original designs and remain instantly recognisable.
Do you notice any influence Reebok has had on other footwear brands?
I feel that Reebok’s influence has become overlooked through an over-saturation of the industry. Obviously there are new brands and heritage brands, but there’s also a huge new middle market that’s developed, and I think Reebok have a real opportunity to reinvent itself for today’s market by leaning into the culture that they were so authentically a part of.
What settings do you picture Reebok in?
Probably in a slammed VW Golf/Audi Quattro with a custom sound system blaring. Or maybe a Lancia Delta Integrale in Monaco – the shoes have range, to be fair.
What do you think the most iconic Reebok of all time is?
I always think of the Reebok Classic.
What’s the most iconic Reebok moment of all time in your opinion?
For me, it’s the 1992 Barcelona Olympics when Reebok produced the Team USA podium jackets. Michael Jordan (a Nike athlete) had no choice but to sport the jacket, but tactically covered the logo with the American flag.
Favourite Reebok shoe of all time?
I’m a huge fan of the original Alien film, so probably the high-top Alien Stompers.
What do you make of the garment leather finish Reebok have brough back?
They’re super soft and buttery, so they’ll wear easily and break in super well. They also look easy to clean, which is a bonus for me.
Do you get many Reeboks coming through the shop?
We actually have a few interesting pairs of Reebok’s in right now – a couple of collab ones from Bronze 56K & Palace, as well as a Vetements pair.
How do you see Reebok being worn now?
I think there was a moment when the Club C came back really strong, and everyone and their dog was in a pair.
What do you think the perfect outfit is to wear with a pair of gum sole Workouts?
I’ve been wearing mine with a pair of Meanswhile pants, and they go with the gum sole perfectly. The good thing about the silhouettes and colours being so neutral is that they work with any outfit.
One word to describe Reebok?
Nineties.
Find out more about Reebok at reebok.eu
