US' Reebok, Yellowbrick, APB & JFF launch online education programme

Launched last year, the programme worked with 36 individuals, ages 17-20, to develop the relevant knowledge, skills, and experience needed for a pathway into the sneaker industry. The programme concludes with the drop of a Reebok sneaker that was designed, produced, and marketed by three of the students: Isaac Reeves, Ashley Hamilton, and Ben Gass. The product will be available online and at APB locations in Columbia, Greenville, Charleston, Tallahassee and Jacksonville, Reebok said in a press release.

The 36 participants were chosen through a rigorous national submissions process that began in the spring of 2021. Once selected, the students engaged with online instruction that was held weekly for 12 weeks. The pro bono instruction, combined content from Yellowbrick’s popular Sneaker Essentials course (developed in collaboration with FIT and Complex) with live mentorship from leaders at Reebok and APB. The programme covered sneaker development from concept to market, including design, sales, marketing, and the C-to-C retail market. All participants produced a final project that included a unique sneaker design, production, and retail and go to market strategies.

“There’s a perception in the sneaker industry that the only way in is through design channels pursued along traditional paths - we wanted to turn that belief on its head. With the support of this programme, these gifted students now possess valuable experience and portfolio pieces that will help them demonstrate their talents to the industry, regardless of the path that they’ve taken. We are honoured to have been a part of that process,” Sean Finucane, vice president, wholesale at Reebok, said in a media statement.

“Our Sneakers Essentials course has been elevated through the work that we did with Reebok, APB and JFF. Students were able to interact directly with Reebok and APB experts representing all facets of the industry. We’re immensely proud of what all the participants accomplished. We look forward to working with our partners on future career pathway programmes,” Michael Godshall, chief creative director at Yellowbrick, said in a statement.

“At JFF, we partner with innovators that are building new models and solutions towards social and economic advancement. This programme from Yellowbrick works not only because it helps people build skills through work-based learning and career exploration, but it also makes an investment in the long-term growth of students through mentorship, social capital, and network connections that enable learners to access—and sustain—careers in high-growth sectors like Creative,” Kristina Francis, executive director, JFFLabs, said.

Fibre2Fashion News Desk (GK)