Post by Reebok Europe

Sport never stands still. Neither do we. This year started fast and loud: baller attitude, accelerated training innovation and culture on full blast. Just how we like it. From the Nano X5 to the Nano Gym, we doubled down on performance built for people who train hard, move fast and never stand still. People like Formula 1 driver, Pierre Gasly, equipping him for the kind of precision, speed and pressure he thrives on (and putting him through his paces during an immersive and exclusive HIIT training experience at Barry's space in Paris). The perfect opportunity to introduce the Floatzig Tread hybrid training shoe, which has opened us up to a whole new range of fitness communities. “Running continues to evolve at all levels as a go-to form of exercise,” explains Product Director, Chris Stone. “Treadmill running and group fitness communities are offering new routes into running, which we see as a huge opportunity that will help athletes feel their most confident and empowered when wearing Reebok.” Over in Berlin, ‘Off the Court’, in partnership with Zalando, marked Reebok Basketball’s return to peak form – bringing together athletes (including the icon herself, Angel Reese), creators, music communities and next-gen fans around the launch of fresh colourways for the Angel Reese 1 shoe. And the conversation doesn’t end at sport. We’ve been showing up consistently where culture is loudest: on the streets. From experiences in and around Fashion Week in Paris with Slam Jam and Feu, to collaborating with Berlin creative collective, deadHYPE; we’ve brought sport, style and music together in ways that feel unapologetically Reebok. Our three-day ‘Full Circle’ experience in London saw us dive into the movements and creative scenes that have shaped our Classics legacy, transforming Soho’s Vinyl Factory and Phonica Records into a hub for emerging artists, new voices and underground creativity. Built around participation, collaboration and mentorship (and featuring icons like drill artist K-Trap and acclaimed photographer Ewen Spencer), the events also reflected the brand’s growing investment in the communities and talent driving what comes next. Momentum continued to build from there. From launching the Born Classic campaign to watching Global Brand Ambassador, Karol G, deliver a standout performance during her Coachella headliner, we’ve kept on building a brand that refuses to be boxed in. And that’s the point. Reebok has always lived at the intersection: between sport and culture, performance and self-expression, storied heritage and leaps into the unknown. Slowing down has never been an option. As we move into Q3 and Q4, expect more movement and moments that break from the norm. And to our partners, athletes, creators and communities, thanks for standing with us in the thick of it… We’re nowhere near done.

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