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Future joins Kendrick Lamar on Reebok’s collab roster

See what's in store for Future and Reebok

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Well, we didn’t see this one coming. Future has signed a deal with Reebok, following in the footsteps of Kendrick Lamar, who’s already dropped a number if popular (and political) sneakers via the sportswear giant.

“Future exudes the type of fearlessness and authenticity that Reebok Classic stands for,” Vice President of Reebok Classic and Entertainment, Todd Krinsky said of the affiliation, also hinting at future products. “This partnership not only continues our brand’s longstanding legacy of working with the world’s best hip hop artists, but also solidifies Reebok Classic’s commitment to never back down from pushing boundaries. I’ve had a preview of what’s to come from Future and Reebok and I can’t wait for everyone to see!” Give us the preview. Now.

It’s only the beginning. @future + @reebokclassics. Welcome to the team. #thisISfuture

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Future seemed equally as excited about the partnership. “I’m excited to kick off the summer with Reebok by my side. It’s a natural fit for me to work with a brand like Reebok that also shares my beliefs in moving culture forward and being passionate in what you believe in. Not only am I honoured, but I feel privileged to be a part of the family.”

The performing artist/clothing brand relationship is on the rise. You only need to look at Yeezy and Adidas, Rihanna and Kylie Jenner’s Puma endorsements, and Bey’s Ivy Park collection for proof. Who could possibly be next? Either way, we’re excited to see what’s in store for Future and Reebok. Stay tuned.

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