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Reebok’s street-savvy Insta Pump Fury achieved cult status the moment it was launched as one of the most technologically advanced and aesthetically modern trainers of its time, the holy grail of trainer technology for the trend-setters and fitness fetishists alike. In its latest and (we think) hottest incarnation to date, Reebok meets Paris urban chic, with super cool results.

Close on the heels of the Insta Pump’s 20th anniversary, Reebok have collaborated with affordable luxe Parisian brand Sandro to create a capsule collection of what we can only describe as trainer porn for SS15. The Reebok Classic’s latest incarnation is no less futuristic looking than it was back in 1994, if not despite then because of the subtle design details carried through both the women’s and men’s collections, taking their cues from the ‘70s and ‘90s respectively. This culminates in sneakers that are at once uber-modern and nostalgically retro, combining two of fashion’s hottest and seemingly distinct eras in a way that is at once wonderfully nostalgic and radically off-beat.

Reebok and Sandro may have seemed an unlikely collaboration, but the global sports apparel powerhouse and the growing prêt-a-porter collection created by the divine Parisienne Evelyne Chetrite share a common goal; to make the individual feel capable and modern in what they’re wearing. As such, the up-dated technical materials and sportswear silhouette a la Reebok combines perfectly with Sandro’s clean, chicly androgynous sophistication, leaving us with a trainer that is both functional and referentially innovative. Team Fury White/Wicked blue with Sandro’s new season Lyna crop and Josseline skirt for an instant fix of understated ‘Pump cool.

Words: Florence Trott

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Made by the Rig Out and directed by Antony Crook, “Give me your classics and I’ll show you the future” follows a young (Reebok-wearing) man, as he collects his girlfriend and heads out to an underground club. Shot on location in Bolton and Manchester (the birthplace of Reebok) the clip is narrated by Paul Popplewell, and lit in dark, natural light that doesn’t flinch from the industrial roots of the cities in which the brand was born.

The film works perfectly off the understanding that Reebok has been a landmark brand in the celebration of youth culture, embracing change and supporting each generation as they seek to progress creatively away from their predecessors. It’s a stunning acknowledgement of the importance of the past and present, and a rallying cry for the future. Launched last Thursday at a party sponsored by Patrón Tequila, the film marks what is sure to be a Reebok revival.

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