Post by Reebok Europe

Sport never asked for permission to influence fashion. It just did. The line between the two disappeared a long time ago, but we headed to Paris Fashion Week June 2026 ready to remind people who blurred it first. Our agenda took shape around a core belief: that our future success is built on our roots in sport and performance. It felt only right, then, to kick things off by unveiling the latest Reebok x Icecream Board Flip colourway to a buzzing crowd of fashion editors and top-tier creators at the city’s renowned Ogata restaurant. Together, we welcomed Pale Cerulean to the collection, celebrating that (more than 20 years later) Pharrell Williams & NIGO’s iconic skate-inspired design remains as relevant as ever. The rest of the week saw us take up residence at Le Marais’ Galerie RX, transforming its large exhibition spaces into an immersive journey through the brand and its archive. From iconic imagery plastered across its walls, to rare and vintage product on display (expertly curated by Slam Jam), guests were invited to explore the many facets of our cultural DNA. And there, in the middle of it all, the least Parisian thing imaginable: a British pub. Which ended up playing host to airbrush artist Mia Violet’s customisation studio on the final day. Invited media, creators, stylists and influencers took home bespoke Reebok Classics, customised with one-of-a-kind designs celebrating British culture. A timeless, much-loved design, burnished with fresh new ideas… Magnifique. Thanks to everyone who stopped by, enjoyed the space and helped bring it to life; from retailers and business media to guests and influencers, to those who covered it (including the discerning folks at Highsnobiety and Complex NTWRK: just some of the many publishers who attended our media morning earlier in the week). To those who made it, we think you’ll agree it was one for the books.

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