She is better known as the queen of high heels and bodycon dresses, but now the designer is an exercise geek, all about hoodies and trainers. So what can we expect of her much-hyped collaboration with sportswear giant Reebok?
Like the Von Trapps reimagined for the athleisure era, a quartet of Beckhams is posing in the lobby of a white-walled art deco house in West Hollywood, all wearing Reebok merchandise. Imagine a set of Russian dolls in sportswear and you get a sense of the effect as Beckhams of various sizes – Cruz, 13, Romeo, 15, and Brooklyn, 19, in hoodies, along with Victoria, in a white Reebok T-shirt tucked into leather trousers – smizefor the cameras.
This tableau has been arranged at a dinner to promote Beckham’s much-hyped collaboration with Reebok. More specifically, tonight’s event launches a “teaser” range designed by Beckham with 90s basketball legend, and long-term Reebok ambassador, Shaquille O’Neal. The first drop, of hoodies and T-shirts, will go on sale in May on Beckham’s website and will serve as a buzz-builder for the collection proper, due towards the end of the year, which will centre on performance workout wear, including bras, leggings and trainers.
According to an impassioned speech given to assembled journalists by Reebok’s CEO, Matthew H O’Toole, tonight’s launch is about much more than hoodies. It is, he says, “one of most incredible nights in the history of Reebok”. The company – which recently announced a plan to transform its bottom line by homing in on the fitness market – has “always been about empowering women … this is an incredible step forward in what’s possible for that”.
For more read the full of article at The Guardian
