It’s been a week of serious rest and recovery following last week’s punishing Parisian trip. More than 30 miles of walking, largely in temperatures of 40°C and above, all in the name of clothing and footwear. We’re always grateful for the opportunity to spend a few days in Paris, even if the record-breaking temperatures made it especially hard work.
Thankfully, our endless laps around Le Marais were punctuated by all-too-brief moments spent in slightly more comfortable surroundings, namely the city’s many showrooms. One standout was, of course, Reebok.
If I were a young streetwear blogger type, I’d probably tell you the stifling heat on the streets was one thing, but that Reebok really brought the heat in the showroom. But I’m not, so it’s probably best I don’t try.
The brand named after a South African antelope was, somewhat incongruously, founded just down the road from us in Bolton. Famous for producing a steady stream of humour merchants, Carr’s Pies and a football team, Bolton’s greatest export must surely be Reebok. Officially founded in 1958, the Reebok brand has roots that stretch back much further, with the family business behind it – J.W. Foster and Sons – making sports shoes as far back as 1895. Coincidentally, that was also the year Bolton Wanderers played their first match at Burnden Park, where they remained for more than a century. When they relocated to nearby Horwich in 1997, it was only fitting that the naming rights for their futuristic new home were taken by a locally founded sports brand. For the next 17 years it was known as the Reebok Stadium. There’s a nice bit of symmetry there, whether intentional or not.
We could talk about Reebok’s heritage for hours. Thankfully, the brand isn’t shy about tipping its flat cap to that history, as our photos from the showroom demonstrate. Bolton may not have the global cachet of Portland or Herzogenaurach, but it’s where the story began, and Reebok are quite right to celebrate it.
Today, Reebok continue to push forward with new silhouettes and fresh ideas while keeping the hero models alive that so many people still hold dear.
Our look at what’s in store over the coming months was undoubtedly one of the highlights of this year’s Paris trip.
Perhaps that’s why Reebok continues to occupy such a unique place in the footwear world. Few brands can draw a straight line from Victorian running spikes in Bolton to the streets of Paris Fashion Week quite so convincingly. Respecting your past is one thing; proving it’s still relevant is another entirely. On the evidence of what we saw in Paris, Reebok are managing both.
