words // Brandon Richard
Last night, Reebok Classics and Swizz Beatz came together to host a launch party for their "Reethym of Lite" campaign and brand new TV commercial. The campaign celebrates the new Reebok Lite footwear and apparel collection, which consists of classic Reebok styles with cutting-edge technology as interpreted by Swizz's vision for the Reethym of Lite.
”The Reethym of Lite campaign connects people to something they hear on the radio, see on the TV, enjoy at a party – and also see as a commercial during their favorite show,” said Swizz Beatz. “For me, the Reethym of Lite is an “International Party” – it connects the sneakers being light, the rhythm of dance, music, art and style and the rhythm of the people, the fact that everyone should have light in their life. Reebok and Swizz are taking Reebok Lite and the Reethym of Lite global.”
Guests packed the house for the launch as Espace on Tuesday, including some of Swizz industry friends and family. Names like Jay-Z, Beyonce, Diddy, Pharrell Williams, Alicia Keys, Clive Davis, Gayle King, DJ Khaled, Busta Rhymes and Lloyd Banks were just some of the noteworthy names in attendance. Later in the evening, everybody was treated to live performances by Swizz and Lloyd Banks, backed by a live band.
Check out the new "Reethym of Lite" commercial below, as well as some photos from the campaign launch party.
