Reebok has taken art to new heights.
The lifestyle and sports apparel giant has announced plans to create a collection of one-of-a-kind footwear designs called Reeboppers, based on the work of the late artist Jean-Michel Basquiat.
In a multi-year agreement with the estate of the deceased graffiti artist, who rose to fame in the early ’80s by personifying the art scene with its youth culture of money, excess, and self-destruction, London design house Maharishi for Reebok will design the limited-edition offerings, which will be available at the end of the month and retail for $140. A complementary ad campaign will feature Basquiat and his work in Reebok’s current, “I Am What I Am” global advertising campaign.
“Basquiat’s ability to capture the public consciousness and draw the attention of such a diverse audience is a testament to the strength of his art as well confirmation of his desire and ability to communicate on a fundamental and emotional level,” said David Stark, Basquiat’s agent and president of Artestar, an international brand licensing and consulting company for fine art and lifestyle brands. “For us, it’s about taking art off a pedestal and giving it back to the people. Reebok’s I Am What I Am campaign and its Reeboppers collection speak to the power of the individual and provides a potent backdrop to the authenticity of our collaboration.”
The limited-edition Reeboppers feature iconic elements from Basquiat’s most famous pieces. In the traditional Basquiat colors of black, red and white, Maharishi created designs that were influenced by the artist’s use of paint and crayon which depicted rough-hewn figures and written messages. Aspects of Basquiat’s fanciful drawings, such as the symbolic crown featured in much of his work, are also included in the footwear collection.
JIM SHI