04 August 2016 11:00:00
Reebok × atmos Phase 1 PRO: neon flame
The new result of collaboration between the British sports giant Reebok and the famous Tokyo-based atmos store
Ties of friendship between Reebok and the Asian fashion world exist for a long time. Love for high-tech silhouettes such as Reebok Instapump couldn’t avoid other models too, to be precise it’s about Reebok Phase 1 PRO. Well-known sneakers that became popular in 80’s because of constant presence at tennis courts now are considered to be the British sports brand classic.
It would be unfair to get the meaning of this collaboration without going deeper in Japanese sneaker culture. Many sneakerheads are not aware of Tokyo fashion. But it’s a mixture of different styles and types. Yes, maybe it’s not loud but others hang on its every word. One of the brightest representatives of this culture is atmos – a retail chain which for 20 years existence has grown from a small shoeshop and has become the fashion flagship with a big number of corners around the city. It’s the main player in Japanese sneaker culture for a decade – regular cooperation with Nike, Adidas, PUMA and Asics resulted in atmos becoming common for popular and exclusive collaborations in narrow circles.
Reebok and atmos prepared a short story special for the release. It refers to the working life of one person from atmos staff. He was lucky to get Reebok x atmos Phase 1 PRO earlier than others and his joy is still in the air spreading on the whole his life and inspiring him day by day.
In this very case the atmos and Reebok designers jointed their efforts to make a bright model reflecting the pulsing energy of neon lights inherent in Shinjuku – a famous ward, major administrative and commercial Tokyo centre. Pixelated mosaic graphic print and the classic Reebok Phase 1 PRO elements coloured yellow, red and blue are combined perfectly. The result meets the expectations – an abstract colourway arrests attention reminding us of never sleeping Shinjuku.
Release date: August 6
10:00 — available at the store on Petrovsky Boulevard
22:00 — available online
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