Beckham spices up Reebok with new line
Reebok had a rather posh visitor at its new Seaport District headquarters in South Boston yesterday.
Fashion designer and former Spice Girls singer Victoria Beckham stopped by to help the fitness and life- style brand unveil its new long-term partnership with “Posh Spice.”
The collaboration will include the Reebok x Victoria Beckham collection to be released late next year. It will be part of the Reebok Innovation Collective, which focuses on developing next-generation footwear and clothing in terms of performance technology and fashion.
Beckham shared the news on her Instagram feed yesterday with a video and photo of her wearing Reebok’s Club C sneakers at its offices. The collaboration with Reebok is the style icon and exercise buff’s entree into the fitness category as a designer.
“To have the opportunity to challenge the traditional notions of fitness wear within a fashion context is something I have always wanted to do,” Beckham said. “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.”
Reebok looks to partner with influential women who “want to truly change the world,” according to Corinna Werkle, the company’s senior vice president of women’s initiatives.
“There’s no better embodiment of this than Victoria,” Werkle said.
“She is a true visionary who possesses a relentless desire to help women become the best version of themselves. This desire shines through in everything she touches, especially her designs, which continue to push industry standards season after season.”