Reebok to Open Shanghai Fashion Week With See-Now, Buy-Now Runway Show

Reebok’s fashion quota is about to go up substantially, thanks to its presence at Shanghai Fashion Week as a partner brand. In advance of Reebok’s opening night runway show at Taipinghu Xintiandi, the Boston-based athletic brand literally puts its name and vector logo in lights on a building in the Bund. Tonight’s runway show will feature appearances by American rapper Future and Chinese singer and actor William Chan. As is increasingly the case with notables that Reebok aligns itself with, Future and Chan provide a serious social media reach with nearly 15 million Instagram followers between them. Reebok is part of the scores of brands and designers that have been looking to Asia to bolster sales, although its alliance with Shanghai Fashion Week is a new twist for a heritage athletic brand. Tonight’s runway show is being billed as “The Other Side,” and it will spotlight leading styles and innovations from Reebok’s fall 2019 collection. Perhaps borrowing an idea from Tommy Hilfiger, another American brand that has made a splash by showing overseas, Reebok will offer a see-now-buy-now element with a sampling of its spring 2019 styles. Those items will be offered for purchase immediately following the event. Reebok president Matt O’Toole said

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