Musician Pharrell Williams and Reebok, Canton, MA, announced a long-term licensing partnership on Dec. 11 that includes a collection of men’s and women’s Reebok footwear coined “Ice Cream” and a men’s apparel collection called “Billionaire’s Boys Club.” The initial launch of the collections next summer will be a limited distribution, available only in select high-end boutiques and better department stores worldwide. Pharrell and Reebok are currently developing an integrated global marketing and grassroots campaign to promote the footwear and apparel collections.
The collections will be created in collaboration with global designer Nigo, best known for his “A Bathing Ape” apparel line. The “Billionaire’s Boys Club” apparel line will include, among other athletic lifestyle looks, jeans and button-down shirts. The “Ice Cream” footwear collection will take inspiration from urban culture as well as alternative sports such as skateboarding to create an athletic look and style.
Pharrell, a six-time 2004 Grammy nominee, is one half of the production team “The Neptunes,” member of the band N.E.R.D, solo artist and CEO of Star Trak recording label.
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