Brand Commemorates 25 Years of Timeless Fashion with Special 25th
Anniversary Freestyle Series Debuting at Star-Studded Event March 1, 2007 in
CANTON, MASS., March 1 /CNW/ - An iconic "must-have" of the 1980's pop
culture scene, the Reebok Freestyle will forever go down in history as the
athletic shoe that changed the face of women's fitness. Twenty-five years
later, the Reebok Freestyle remains one of the best selling shoes of all time.
To commemorate the 25th anniversary, Reebok kicks off "Freestyle Forever," an
exclusive event to launch the new 25th Anniversary Freestyle Collection and to
celebrate the brightest moments in Freestyle history, both then and now. The
star-studded, invite-only, celebration takes place on March 1st in New York
Debuting with the 25 Candles Freestyle to commemorate the exciting 25th
birthday, the 2007 Freestyle collection will also feature six limited-edition
Freestyles varying from authentic bringbacks to modern-day artist
collaborations. Beginning in March 2007, the footwear will be available on
www.rbk.com and at select boutiques around the world for a suggested price
range of $65-$150.
"Reebok is passionate about debuting the 25th Anniversary Freestyle
Collection because the shoe represents our history as the brand that pioneered
the women's fitness movement and started the high-top fashion trend," said
Reebok's Chief Marketing Officer, Uli Becker. "Today, fashion is about freedom
of expression and keeping it real. Back in the '80s, the Freestyle was worn by
women who wanted to make a statement about their authenticity and
individuality, and that still holds true today."
One of the first athletic shoes created especially for women, the
original Reebok Freestyle symbolized female empowerment. After revolutionizing
the industry and igniting the women's aerobics dance craze in 1982, the
Freestyle made up more than half of the sales for Reebok in 1984. In 1986,
Reebok launched the ad campaign "Life Is Not a Spectator Sport." Highlighting
the Freestyle, the campaign encouraged women to become active participants in
the world of fitness. This message strongly resonated and gained an astounding
following of trendy young female consumers of the time. The groundbreaking ad
coupled with top celebrity endorsements, including model Cindy Crawford,
singer Paula Abdul and most notably the appearance of iconic actress Cybill
Shepherd wearing a bright orange pair at the 1985 Emmy Awards, solidified the
Freestyle's status as a key fashion item.
Today, the Reebok Freestyle is worn by female fashion leaders around the
world, from the bustling city streets to suburban high schools. With the '80s
style continuing to surge ahead, the milestone anniversary Freestyle
collection is perfectly on trend for today's global fashionista.
Celebrities from the past and present alike appreciate the pioneering
spirit the Reebok Freestyle exudes. Even those stars too young to have worn
the original Freestyles back in the day, recognize the impact the collection
has had on today's modern fashion.
"The '80s style is so fun and colorful, I love how the trend in still
alive today with big earrings, bright oversize tops and most importantly shoes
like the Reebok Freestyle," said global tennis phenom Nicole Vaidisova. "I
love the classic high-top design and they look great with jeans."
In March 2007, Reebok will launch the Freestyle microsite accessible on
www.rbk.com. On the site, visitors will have the exclusive chance to be among
the first to purchase new Freestyles as soon as they are released. In
addition, consumers may view footage from the 25th anniversary launch event,
learn more about the history of the collection and will be able to take part
in exciting promotions.
Reebok International, based in Canton, Massachusetts, is a leading
worldwide designer, marketer and distributor of sports, fitness and casual
footwear, apparel and equipment. A subsidiary of the adidas Group, the company
operates under the Reebok, CCM, Jofa, and Koho brands. For more information,
visit Reebok at www.rbk.com.
For further information: Reebok Public Relations Diane Pelkey (781) 401
- 7790 Jenny Shanley (781) 401-4548 or LaForce and Stevens Melissa Little