This isn’t the first time we’ve talked about a big power move by Reebok, and after signing two of the biggest rappers in the game, we’re sure it won’t be the last. Several months ago, Reebok decided to team up with Compton rapper, Kendrick Lamar, for a special shoe collaboration that embodied Kendrick’s style of Conscious Rap. Surely, the move grabbed the attention of Hip-hop heads everywhere, as Kendrick is arguably the most lyrically skilled rapper to have an official shoe in human history. After such a favorable outcome, we’re guessing Reebok thought to themselves, “why not stick with a winning formula?”, which is what led them to their most recent sneaker deal with the hottest party-music artist in the game, Atlanta Rap icon, Future.
The new Future x Reebok collaboration is officially named “Overbranded” and will be a new take on Reebok’s well-regarded InstaPump Fury shoe. Since the phrase “overbranding” typically bears a negative connotation, it’s easy to see that Future’s Overbranded’s look to do just the opposite, focusing on sleek design over extremely large logos (which we’re thinking is some possible shade thrown at Nike). Future decided to show off the shoe via his Instagram, stating, “It’s a natural fit for me to work with a brand like Reebok that also shares my beliefs in moving culture forward and being passionate in what you believe in. Not only am I honored, but I feel privileged to be a part of the family.” Make sure and keep an eye out for Overbranded when it drops this Fall, because if there anything like the demand for Future’s music, it won’t be long till these kicks prove to be real hard to come by.