Freestyle Forever!; Reebok Celebrates the 25th Anniversary of One of the Most Successful Women’s Footwear Collections of All Time -- the Freestyle
Brand Commemorates 25 Years of Timeless Fashion with Special 25th Anniversary Freestyle Series Debuting at Star-Studded Event March 1, 2007 in NYC
CANTON, Mass.--(BUSINESS WIRE)--An iconic “must-have” of the 1980’s pop culture scene, the Reebok Freestyle will forever go down in history as the athletic shoe that changed the face of women’s fitness. Twenty-five years later, the Reebok Freestyle remains one of the best selling shoes of all time. To commemorate the 25th anniversary, Reebok kicks off “Freestyle Forever,” an exclusive event to launch the new 25th Anniversary Freestyle Collection and to celebrate the brightest moments in Freestyle history, both then and now. The star-studded, invite-only, celebration takes place on March 1st in New York City.
“Today, fashion is about freedom of expression and keeping it real. Back in the ‘80s, the Freestyle was worn by women who wanted to make a statement about their authenticity and individuality, and that still holds true today.”
Debuting with the 25 Candles Freestyle to commemorate the exciting 25th birthday, the 2007 Freestyle collection will also feature six limited-edition Freestyles varying from authentic bringbacks to modern-day artist collaborations. Beginning in March 2007, the footwear will be available on www.rbk.com and at select boutiques around the world for a suggested price range of $65-$150.
“Reebok is passionate about debuting the 25th Anniversary Freestyle Collection because the shoe represents our history as the brand that pioneered the women’s fitness movement and started the high-top fashion trend,” said Reebok’s Chief Marketing Officer, Uli Becker. “Today, fashion is about freedom of expression and keeping it real. Back in the ‘80s, the Freestyle was worn by women who wanted to make a statement about their authenticity and individuality, and that still holds true today.”
One of the first athletic shoes created especially for women, the original Reebok Freestyle symbolized female empowerment. After revolutionizing the industry and igniting the women’s aerobics dance craze in 1982, the Freestyle made up more than half of the sales for Reebok in 1984. In 1986, Reebok launched the ad campaign “Life Is Not a Spectator Sport.” Highlighting the Freestyle, the campaign encouraged women to become active participants in the world of fitness. This message strongly resonated and gained an astounding following of trendy young female consumers of the time. The groundbreaking ad coupled with top celebrity endorsements, including model Cindy Crawford, singer Paula Abdul and most notably the appearance of iconic actress Cybill Shepherd wearing a bright orange pair at the 1985 Emmy Awards, solidified the Freestyle’s status as a key fashion item.
Today, the Reebok Freestyle is worn by female fashion leaders around the world, from the bustling city streets to suburban high schools. With the ‘80s style continuing to surge ahead, the milestone anniversary Freestyle collection is perfectly on trend for today’s global fashionista.
Celebrities from the past and present alike appreciate the pioneering spirit the Reebok Freestyle exudes. Even those stars too young to have worn the original Freestyles back in the day, recognize the impact the collection has had on today’s modern fashion.
"The ‘80s style is so fun and colorful, I love how the trend in still alive today with big earrings, bright oversize tops and most importantly shoes like the Reebok Freestyle,” said global tennis phenom Nicole Vaidisova. “I love the classic high-top design and they look great with jeans."
In March 2007, Reebok will launch the Freestyle microsite accessible on www.rbk.com. On the site, visitors will have the exclusive chance to be among the first to purchase new Freestyles as soon as they are released. In addition, consumers may view footage from the 25th anniversary launch event, learn more about the history of the collection and will be able to take part in exciting promotions.
Reebok International, based in Canton, Massachusetts, is a leading worldwide designer, marketer and distributor of sports, fitness and casual footwear, apparel and equipment. A subsidiary of the adidas Group, the company operates under the Reebok, CCM, Jofa, and Koho brands. For more information, visit Reebok at www.rbk.com.