Producer/Rapper Swizz Beatz is known for is creative knack and his collaboration with Reebok Classics is still on the roll. Reebok and Swizzy launched their biggest joint project to date: the 2011 Reethym of Lite campaign, last week, celebrating the new Reebok Lite footwear and apparel collection (iconic Reebok styles with cutting-edge technology) through Swizz’s interpretation of the Reethym of Lite.
Swizz Beatz stated:
“The Reethym of Lite campaign connects people to something they hear on the radio, see on the TV, enjoy at a party – and also see as a commercial during their favorite show. For me, the Reethym of Lite is an “International Party” – it connects the sneakers being light, the rhythm of dance, music, art and style and the rhythm of the people, the fact that everyone should have light in their life. Reebok and Swizz are taking Reebok Lite and the Reethym of Lite global.”
Swizz Beatz was appointed by Reebok Classics as creative director for this campaign, to redefine the traditional definition of the ‘artist-brand collaboration’. Swizz poured his musical vision of the campaign in the “International Party” music video in which he collaborated with famed music video director, Chris Robinson. About the video, Swizz commented:
“When I finished the record I knew it was a perfect fit for the campaign – it just felt right.”
The video involved choreographer Hi-Hat and laser light artist Eliav Kadosh.
About the campaign, Head of Classics for Reebok, Todd Krinsky, said:
“Over the past year, we’ve really focused our efforts to create great products that sit at the intersection of life, sport and style. In our Classic Lite collection, we’ve updated iconic Reebok styles with materials, colors and styling details that appeal to people who live their lives at the intersection of dance, art, street culture and sport – and it’s these people who we wanted to celebrate in the Reethym of Lite campaign. Swizz understands where we want to take the brand, and with this campaign, we’re on our way to success.”
The Reethym of Lite TV spot premiered July 21st, 2011 on www.WeRClassic.com. For you, CCL readers, here’s our Reebok pick of the day: