NEW YORK (October 11, 2016)– Reebok Classic opened the new Reebok Fury Pop Up (in partnership with Footaction) in New York City at 125 W 33rd St, NY, NY 10001 to celebrate the iconic Instapump Fury sneaker as well as the Reebok x Future partnership, which was announced in July of this year.
This is the first time that fans are able to purchase the new Instapump Fury Overbranded sneaker that Future has been wearing on tour from Tuesday, October 11th from 4-8pm, and Wednesday, October 12th from 12-8pm
The store includes a “Fury Print Workshop” featuring live pencil sneaker drawings by famed illustrator Steph Morris as well as a “Back to the Fury” Instapump area that features some of the top Reebok collaborations from years past including John Maeda, Voltron, Chanel, and Marvel.
The Reebok Fury Pop Up Shop itself takes cues from Reebok and Future’s combined aesthetic. Incorporating dramatic spotlights, smoke machines and a “center stage” area for product displays and in-store presentations, the Pop Up takes cues from a concert performance space.
“Reebok Classic has a long, established history at the intersection of art, music and fashion and the Fury Pop Up is a perfect display of that,” said Todd Krinsky, Vice President of Reebok Classic. “The Instapump Fury “Overbranded” is a very bold, progressive and pioneering shoe and was one Future gravitated to from the very beginning. We are excited to showcase one of his favorite models to consumers and fans at the Reebok Fury Pop Up Shop.”
“I’ve really enjoyed wearing Reebok on my tour this summer and the Instapump Fury is definitely one of my favorite looks,” said Future. “This partnership is much more than just one particular shoe, or any shoe for that matter. We’re excited to show everyone the next stage of the Reebok x Future relationship as this is just the beginning.”
Future first announced the Reebok partnership on Saturday, July 9, 2016, on his Snapchat and Instagram channels where he touched on the synergies between both parties while unveiling the Instapump Fury “Overbranded”. The Instapump Fury marks one of Reebok’s most iconic innovations in the sneaker industry from the 90’s, a fitting pairing to the brand’s new partner, a trailblazer in his own right.
The white and black Instapump Fury Overbranded ($165) will be available for purchase at the Reebok Fury Pop Up Shop in New York City from 4pm to 8pm on October 11th (pre-sale) and October 12th from 12-8pm. The model will officially launch nationwide on October 12th at Footaction, Reebok.com, Shiekh, DTLR, Villa and key retailers nationwide.