Reebok Classics and Swizz Beatz hosted a launch party at Espace on Tuesday, July 19th, a day before the global launch of the new Reebok Classics “Reethym of Light” campaign and TV commercial. The campaign is the latest step in a partnership that is redefining the traditional definition of an artist-brand collaboration. Reebok enlisted the platinum producer, artist, designer and philanthropist as the creative director for this campaign, which marks the return of Reebok Classics to TV. Swizz’s musical vision of the Reethym of Lite came to life with an “International Party”. Swizz adds, “When I finished the record I knew it was a perfect fit for the campaign – it just felt right”. With the lyrics and the beat in place, Swizz felt he was ready to visually bring the Reethym of Lite to life, and he knew the perfect man for the job – globally-renowned music video director Chris Robinson.

Photo Credit: The Fashion Reporter
The launch was one of NYC’s most anticipated events therefore, madness and chaos was expected. Upon arrival there were certainly many fans and supporters all hoping to gain entrance for this major event and as expected, after the red carpet frenzy from attendees including Jay-Z, Beyonce, Alicia Keys, Sean “P. Diddy” Combs, Gayle King, Pharrell Williams, Clive Davis, DJ Khaled, Busta Rhymes, and Lloyd Banks, we proceeded to enter the fashion filled venue. Guests couldn’t help but notice a beautifully lit wall filled with 1990′s inspired pieces from sneakers, tees, hoodies and a signature satin varsity jacked with zebra lining, perfect for the alpha male and high school jock.

Photo Credit: The Fashion Reporter
When asked how he felt about the new image of the brand in comparison to his younger days, Swizz said “When I was growing up, it was all about the 54-11′s in all colors for the chicks and the all white high tops for dudes, so partnering with Reebok takes me back to those times when kids were heavily involved into fashion and I want my fans to connect with me on all levels in both music as well as fashion“. Although Swizz Beats is not fashion designer, his creative mind allows him to parallel his designs with his music and make the two equally as hot. Since Swizz is such a trendsetter, the all new collection will be sure to gauge interest from his millions of fans and followers.

Photo Credit: Wire Image/Jerrit Clark - Chrisette Michelle, Lloyd Banks, Swizz Beats, Pharrell Williams, Sean "Diddy" Combs, Busta Rhymes, Alicia Keys
As the evening commenced, we took a break from the excitement to grab some cocktails by Hennessy Black and proceeded to the VIP and stage areas where we ran into Lloyd Banks of G-Unit who was the only guest Swizz Beats has perform on-stage with Swizz Beats. The high energy performance had guests singing along to many of his hit records and cheering as he announced DMX’s release from jail and his anticipation for X’s new album. Despite last night’s weather conditions and chaos from the event’s amazing turnout, we stuck it out and had a great time.The Reebok Lite collection is currently available in retail outlets around the world for both men and women. The Reethym of Lite TV spot premieres today on www.WeRClassic.com.