Pharrel Signs To Reebok

Pharrell Williams has inked a long term licensing deal with Reebok to produce a new line of sneakers and to launch Williams’ men’s apparel collection, “Billionaire Boys Club.”

The sneaker lined, dubbed “Ice Cream,” will launch next summer and will be available only in select high-end boutiques and department stores worldwide.

“I’m excited to be combining my creativity and vision with Reebok,” Williams said. “I’ve always wanted to do more than music, and now I’ll be able to explore the world of fashion by designing my style of clothes and sneakers.”

The sneaker and clothing line will be created with Nigo, the designer responsible for “A Bathing Ape” clothing line. The clothing line will include jeans, button down shirts and “athletic lifestyle looks.”

The sneaker collection will be inspired by the hip-hop culture and the skateboarding world. Williams and Reebok are currently developing a global marketing campaign to promote the sneaker and clothing line.

“Reebok’s licensing partnership with Pharrell will enable us to reach a new cross section of consumers,” said Todd Krinsky, vice president of Rbk. “Pharrell’s collections will fuse skate, hip-hop and alternative rock global youth cultures to reach a broader audience across all musical genres.”

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