Collaboration Fuses Early 2000’s Elements and BEAMS’ Design Language with Reebok’s Iconic, Laceless, Carbon-Plated Runner from ‘94

(BOSTON) October 25, 2024 – Today, Reebok, the iconic and irreverent sports culture brand, and BEAMS, a Japanese fashion lifestyle design label, have unveiled their latest collaboration, reimagining the Reebok’s iconic Instapump Fury with a Y2K-inspired twist. The BEAMS x Reebok Instapump Fury ($230.00 MSRP) is available November 1 exclusively from BEAMS before its wider global release from Reebok.comand select retailers on November 6, 10AM EST.

Since 2014, BEAMS and Reebok have collaborated on several memorable releases, combining BEAMS’ unique Japanese design ethos with timeless Reebok sneaker models like the Instapump Fury, the Club C Laceless Mule, Workout, and even a three-way collaboration with Paperboy Paris. Together, these collections have made a significant impact on the sneaker and fashion communities, showcasing the brands’ shared commitment to streetwear and street culture.

This latest BEAMS x Reebok collaboration, for fall 2024, stays true to both brands’ DNA while reflecting the futuristic style of the early 2000s. The result: a special take on Reebok’s iconic Instapump Fury, a unique, laceless, carbon plated, split sole running shoe introduced in 1994 featuring the brand’s groundbreaking custom fit Pump technology. 

“We wanted to create a shoe that captures the over-the-top, futuristic style of the early 2000s while staying true to the edgy, trendsetting spirit that has defined both BEAMS and Reebok since the beginning,” commented Shingo Arai, Head of Buying for BEAMS. “Instapump Fury was the perfect canvas.”

Built with a white mesh upper and high-contrast pops of black, the BEAMS x Reebok Instapump Fury is championed by a shiny chrome leather Pump bladder, custom BEAMS text on the Pump ball, and a Reebok Vector logo on the toe, all packaged in a custom BEAMS x Reebok sneaker box.

“We couldn’t be happier to partner with Reebok once again,” concluded Arai. “Since our first collaboration with Reebok a decade ago, we’ve delivered so many beautiful pieces together, each time blending our unique aesthetic with Reebok’s signature designs and staying true to our shared values to create stories and products that we’re proud of.”

The BEAMS x Reebok Instapump Fury is available November 1 exclusively from BEAMS before its wider global release from Reebok.com and select retailers on November 6, 10AM EST.

About BEAMS

Founded in 1976 in Tokyo’s Harajuku district, BEAMS has become a global leader in lifestyle retail, renowned for its cross-brand collaborations. Starting as a small store styled after a UCLA dorm room, BEAMS has grown into an international brand known for merging Japanese design with global fashion trends. Their collaborations have included notable projects with international brands, which are chronicled in the 2017 Rizzoli publication BEAMS: Beyond Tokyo.

About Reebok Design Group

Reebok Design Group (RDG) is the global brand hub of design, development, innovation, marketing, and creative services for Reebok footwear and apparel. As the central source of the brand’s creative vision, RDG provides ongoing support and expertise to Reebok’s network of strategic partners around the world. RDG champions Reebok’s storied heritage, ethos, and DNA to authentically deliver a unified brand directive and consumer experience globally. A division of SPARC Group, RDG is headquartered in Boston, MA.