Kaseem ‘Swizz Beatz’ Dean has signed on as Reebok’s creative director for their newest artist/brand collaboration and, on Tuesday, July 19, the Haute 100 New York member and Reebok Classics unveiled their biggest joint venture to date, the 2011 Reethym of Lite campaign, to celebrities and influencers worldwide. The campaign celebrates the new Reebok Lite footwear and apparel collection and the classic, iconic Reebok styles – with a high-tech remix.
Reethym of Lite is the latest in a list of artist-brand collaborations. With Swizz Beatz on board as creative director, Reebok brings on the return of Reebok Classics to television. The television component of the campaign will span an extensive list of big-name networks, including ESPN, MTV, YouTube, Hulu, Facebook, and more, while the print aspect will include edgy publications like XXL, Spin, and Nylon Guys.
The campaign will also include Atlanta and NYC commissioned public artwork created specifically for Reethym of Lite, with the campaign as the concept, and will incorporate the use of QR codes to view campaigns.
The hip-hop super-producer also lends his musical vision of the Reethym of Lite campaign to the efforts in the form of the song “International Party”, in which his wife, R&B sensation Alicia Keys, is also a part of. Swizz explains, “When I finished the record I knew it was a perfect fit for the campaign – it just felt right.”
The video for the song debuted along with the campaign to a celebrity VIP guest list, including a slew of fellow Haute 100 members, like Alicia Keys, Haute 100 NY power couple Beyoncé and Jay-Z, Haute 100 NY member Clive Davis, Haute 100 Miami member Pharrell Williams, Haute 100 NY member Sean “Diddy” Combs, Teyana Taylor, and Tika Sumpter, and Lloyd Banks, who later performed with Swizz Beatz. Beatz dressed for the occasion in sleek Reebok gear, including a green varsity jacket and fitted cap.
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