BEAMS Revives Reebok’s “Instapump Fury” for a Y2K Comeback
BEAMS and Reebok are no strangers to collaboration. They have teamed up on unforgettable collections, including the “Club C Laceless Mule,” the “Workout Lo Plus” and even a three-way collaboration with Paperboy Paris on the “Club C Legacy” sneakers.
Now, the Japanese clothing brand and footwear line are continuing their decade-long partnership by bringing us a reimagined, early ’00s-inspired “Instapump Fury” sneaker. The campaign photos take us back in time and feature a bright, futuristic aesthetic, reminiscent of Japanese fashion editorials from the Y2K era.
“We wanted to create a shoe that captures the over-the-top, futuristic style of the early ’00s while staying true to the edgy, trendsetting spirit that has defined both BEAMS and Reebok since the beginning,” shared Shingo Arai, BEAMS’ head of buying, in a press release.
The new “Instapump Fury” has a sleek white mesh upper, custom-fit “PUMP” technology and a laceless design. The shoe features a bold contrast of black and shiny chrome leather on the Pump bladder, custom BEAMS text on the Pump ball and, of course, the Reebok logo on the toe.
The Reebok x BEAMS “Instapump Fury” drops exclusively at BEAMS on November 1 before hitting the global stage at Reebok on November 6.
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