Seems like Reebok’s amping up their publicity efforts as of late. The high-profile addition of Leighton Meester as their official face will give them a needed boost in visibility amongst all of the other athletic brands out there (the young Gossip Girl is pictured above during the ad campaign shoot). From the looks of Meester’s hipster-meets-party-girl look for the shoot, Reebok is aiming to take the cool-kid stance on workout gear and streetwear.
Last night, my suspicions were indeed confirmed when I stepped into Reebok’s launch party for their new 80s-themed pop-up store in the trendy “new Bowery” on the corner of Bowery and Delancey. Upon entering the unfinished, subterranean space, I was immediately surrounded by a slew of cool kids bopping to the hip-hop beats of DJ Nick Cohen, and bartenders serving up some extremely strong vodka cocktails. Looks like Reebok’s got a new look–and it ain’t too shabby.