After successful partnerships with Estée Lauder and the American superstore Target, Victoria Beckham has announced a new collaboration with Reebok. The Reebok x Victoria Beckham collection is planned for late 2018, and will form a part of the sportswear giant’s Innovation Collective, with next autumn’s range expected to be the first in a long-term partnership.
In Need of Another Stella
So is the idea that Victoria Beckham might be able to do for Reebok what, say, Stella McCartney has done for Adidas? Since Stella began collaborating with Adidas twelve years ago, her collections have, yes, consistently encouraged sales, but perhaps more importantly, she’s helped to make the Adidas brand a key part of the fashion conversation.
Personalities like singer Ariana Grande, model Gigi Hadid, actress Teyana Taylor and gymnast Aly Raisman already have partnerships with Reebok that help to make the brand relevant to their respective young and cool fan groups, but the brand hadn’t got a Stella in their arsenal; a woman in her forties who loves to exercise and look great while doing so, who just so happens to be a design leader and global trendsetter, too.
Both Beckham and McCartney have great, grown-up taste, and Beckham will undoubtedly aim to develop functional but flattering high-performance clothing. Beyond that, though there will be a greater expectation for sophisticated ‘athleisure’ pieces. As the lines between our work-out gear and our leisure wardrobes have become increasingly blurred, there’s a prime opportunity for someone like Beckham to design sports-influenced clothes that could easily be worn with, say, the day-to-day pieces she makes at her eponymous label.
“I have long incorporated sportswear into my wardrobe and daily life and I am thrilled to be coming together with Reebok on such a dynamic proposition.”
Beckham arrived at the Reebok headquarters in Boston for her first day at work, practising what she preached immediately, wearing a pair of Reebok’s understated Club C trainers with a pair of easy black trousers and a t-shirt from her main fashion line. “To have the opportunity to challenge the traditional notions of fitness wear within a fashion context is something I have always wanted to do.”
Among Good Company
Puma enlisted Rihanna just over a year ago to help them push design boundaries with her Fenty collections, and reach new audiences via shows at Paris Fashion Week. Kanye West, too, routinely presents his Yeezy at Adidas collections on the New York Fashion Week schedule. But there was previously no rival to McCartney when it came to wearable sportswear for grown-up women.