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15th Anniversary Reebok Classic Collection

15th Anniversary Logo Reebok Classic

Reebok
15th Anniversary Classic Collection
reebok.com

Victor Chu Fashion Design Consultant
1997

Reebok 15th Anniversary Classic Collection
The 15th Anniversary Reebok Classic line was a fashion footwear collection based on Reebok's first women's aerobic shoe. During the 1990's, this classic shoe dubbed the "54.11" by Harlem girls generated $500 million a year in revenue for Reebok. The design contract was initially offered to Todd Oldham, however Reebok executives decided that he did not possess the cultural design sensitivity to create the collection.

Conceptual Direction & Designs
Worked with Ruthie Davis, VP of Classic Division on the conceptual direction and designs creating distinctive collections targeting the Classic consumer. The collections featured exagerated graphic and design details such as fat soles and enlarged tread patterns. Characterized by bright, enameled colors "Flavor Mix" provided extra height and fashion hook-up colors while the "Hi-Turbo" collection was inspired by metallic car finishes and detailing. The collection sold over 100,000 units and became Reebok's first successful "fashion athletic footwear" line paving the way for more fashion design collaborations.