US' Reebok & Futureverse join forces to revolutionise digital fashion

Reebok's renowned brand first took off in the athletic footwear space, and now they're primed to revolutionise fashion in the digital world. In 2024, Reebok and Futureverse will debut Reebok Impact, a mind and heart-bending digital shoe experience that will allow mass consumers to dive into artificial intelligence and digital wearables. Leveraging Futureverse's advanced technology, and world-class creative and digital content, this collaboration will demonstrate that life is not about your sneakers, it's about what you do while you wear them.

"We are beyond excited to announce our partnership with Reebok; a testament to our shared belief that life is a journey of active participation, not observation. This collaboration is a groundbreaking fusion of AI, web3, gaming, and metaverse technologies, set to transform how consumers define digital fashion. It's an invitation for consumers to step into a world in which their digital footprint is as significant as their physical one. Together, we're pioneering digital possibilities where every step tells a story, and every story shapes our world," said Shara Senderoff and Aaron McDonald, co-founders of Futureverse.

Reebok's brand position as well as its ‘life is not a spectator sport’ campaign powerfully aligns with Futureverse's play-to-learn focus to onboard consumers into new experiences by allowing them a hands-on experience. For people who want to show the world that life is not a spectator sport, Reebok Impact will leverage shared experiences that allow consumers to share major life moments that have shaped who they are and simultaneously impacted the world, the company said in a press release.

"Reebok is deeply entrenched in consumer trends and transformative technology," said Todd Krinsky, CEO of Reebok. "Our ethos champions the principle of moving with purpose and stepping out into the world as a participant, not a spectator. At the heart of our brand is our vibrant community and our efforts to weave their unique stories into the fabric of our products. Our partnership with Futureverse and the upcoming launch of Reebok Impact enables us to transcend traditional boundaries of innovation to engage our consumers in the digital evolution of our products in ways that redefine the realm of possibility."

This announcement marks the first step in Reebok and Futureverse's long-term partnership together. Through this partnership, they will continue to expand, add functionality and integrations and launch new experiences.

Fibre2Fashion News Desk (RR)