Reebok has announced Victoria Beckham as its latest female brand ambassador, a roster that includes Ariana Grande, Gigi Hadid, Aly Raisman and Teyana Taylor.
“I am incredibly excited to embark on this partnership built on shared values,” said Beckham in a press release. “I have always championed instilling confidence in women and Reebok is a brand that has been at the forefront of this same message for decades. To have the opportunity to challenge the traditional notions of fitness wear within a fashion context is something I have always wanted to do. I have long incorporated sportswear into my wardrobe and daily life and I am thrilled to be coming together with Reebok on such a dynamic proposition.”
Reflecting her own status as a designer, the collection will include fitness and lifestyle items designed by Beckham, who’s not only married to an athlete but is a fitness buff herself. This will be Beckham’s first effort designing an active lifestyle collection.
On that note, given Beckham’s credentials, this partnership reminds a bit of Adidas’ relationship with Stella McCartney.
According to Reebok, the collection will drop sometime in 2018. Visit reebok.com/victoriabeckham to stay on top of the latest developments.
![The Hundreds, founded by Bobby Kim and Ben Shenassafar in 2003, closed its Fairfax flagship store before making the announcement public. The store, which opened on Fairfax Avenue in LA in 2011, was a cornerstone of streetwear culture. Bobby reflected on the closure, the evolution of streetwear, and more in a thoughtful note on his Monologue Substack. You can read a preview in the next slides.
In an interview with GQ, Bobby announced that longtime team member David Rivera will be taking over as the brand’s creative lead, stating, "I am effectively stepping back as far as creative control and oversight of how The Hundreds looks and feels from here on forward. This is the first time that someone else has full creative control, and that’s David Rivera. He’s been with us for more than half the existence of the company at this point. He grew up on the brand as a fan. He started off at the bottom as a photo assistant, and then he became an accessories designer and then an apparel designer. He’s worked every role in design, worked his way up to the point of creative director where we now have entrusted him with the brand over the last couple of years."
"Me relinquishing control over it is the best thing that could ever happen for the brand at this point in time. Souls of Mischief, this rap group, has a song called “Limitations” where they say, Emcees should know their limitations. I know my limitations. Do I think I know how to design well? Do I think I understand street fashion well? Absolutely. But am I the one to do it the best for The Hundreds at this point in time? I’m not, and David is. Having to swallow that pill was incredibly humbling."
"If it were up to me, we would still have a store on Fairfax and Rosewood, but that’s not where streetwear is at anymore. That’s not where The Hundreds is at. That customer doesn’t even exist. That customer has grown up. [We want to] keep this thing going and see where it takes us. Now, let’s see where David takes us.
I still want to be a part of it, and I want to be enjoying the ride."
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