Source: Reebok x Bodega Announce Newest Collaboration featuring a Club C Legacy Refresh
FDRA’s Andy Polk hit me with an incredible article on Reebok’s history and the impending sale of the brand by adidas. The read was long, but it’s critical in understanding, from a professional position, what happened to Reebok throughout the years. While I could add to the article, I wanted to look at the last few months for the brand as adidas attempts to elevate the status of the Vector in an attempt to garner a bigger bid. The 3 Billion dollar price tag adidas paid, is a far cry from the 1 Billion dollars the sale is expected to generate. This post isn’t exactly about that… It’s about the adjustments being made by Reebok as the brand finds its path back towards relevancy with both athletes and lifestyle demographics. The collab with Bodega isn’t a big deal by itself, but as a regional approach, it can be considered a much needed thread in Reebok’s attempt at connecting to communities. Reebok needs an anti-“TVA” approach to their timeline. They don’t need to prune the threads, they need to develop more of them with timely, limited drops that inspire interest from the various regions around the U.S.
Bodega x Reebok
This collection should be one of many variants allowed to exist. While the pairs may not move beyond the Boston area they are released in, building collabs serve as foundational moments which can be revisited. Also, if they happen to find their way into the resale dialogue, the limited nature of the kicks bolster branding potential. The Club C is one of those sneakers that can be an alternative to the Air Force 1, but doesn’t have the cache of the sneaker staple. This doesn’t mean that an authentic approach to relationships through various regions is a waste of energy. To the contrary, these variants offer an expansion of Reebok’s multiverse.
Don’t Prune These Threads
In the last few months, Reebok has launched some beautiful content.
The film CrateMaster has performed unlike anything the brand has dropped in the last three years. Other videos on Reebok’s YouTube had ads and would show up in the feed of other videos. I have yet to see CrateMaster show up in any ad spots and I watch at least an hour of videos a day on YouTube with a focus on sports and sneakers. The organic 1 Million views in less than two weeks aligns with Kerby Jean Raymond’s fashion shows, but I think the nostalgia is the reason. Tie this into what should be a limited rollout with boutiques and retailers who have lost Nike contracts… and you have a strand that can grow in its own niche universe. Here is the thing about variants, they can’t be controlled and maybe they crossover into other worlds. In Reebok’s case, that wouldn’t be a bad thing.
The Club C Legacy will be available to buy on Bdgastore.com starting August 6, and available worldwide at Reebok.com starting August 7. The Club C 85 will be available exclusively on bdgastore.com starting August 6.