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.