Reebok and Cam Hicks Reveal Long-Awaited Sneaker Collaboration
Reebok has finally announced its long-awaited sneaker collaboration with Cam Hicks. The sports apparel brand and the creative director have joined forces to reimagine Reebok’s iconic BB4000 II basketball lifestyle shoe.
Hicks’s version of the Reebok BB4000 II is heavily inspired by his loved ones. “It’s going to sound cliche, but family was the driving inspiration for this collab on the BB4000 II,” Hicks said in a press release. “Following that, I wanted a classic basketball sneaker to give a shout-out to my life before all the creative endeavors.”
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The sneaker is a combination of Hicks’ personal style and Reebok’s signature look. It features a chalk, orange and turquoise colorway — a tribute to Hicks’ past. Additionally, the shoe features a premium leather upper and tongue with suede detailing. “Hicks” is printed on the heel while a message reading “Act like you been there before” is featured on the inside ankle.
“When it comes to the shoes, the materials were extremely important,” Hicks added. “And then I had to let it be known where they came from, of course, adding the big logo hit on the heel and “Reebok by Cam Hicks” on the tongue — standing on the design and being proud of it with the branding.”
Hicks also elaborated on why this partnership is important to him. “It’s more than a sneaker, to be honest,” he said. “Reebok took a chance on me and gave me a lot of free reign on the storylines and marketing. They let me share things from my perspective, which is honestly rare in relationships
between designers and big companies. I really appreciate that and think it helped make for an even deeper product.”
The HICKS x Reebok BB4000 II sneaker collab will first release via hicks.fm on March 27, before releasing globally on April 5 via reebok.com and select shoe retailers.
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