Video After The Jump
July 19, 2011. New York City. Reebok's Reethym of Lite Event.
It was a night that'll go down in the history books. Swizz Beatz and Reebok Classics threw a slamming party at NYC's Espace for Reethym of Lite, the global campaign fusing music, dance, art and style, head up by Swizz. It was his first-ever event collaboration since taking the reins as Classics Global Curator.
The night brought out hip-hop heavyweights P Diddy, Pharrell, Clive Davis, Busta Rhymes and Alicia Keys, and apexed with an explosive performance by Swizz featuring Lloyd Banks. The packed venue was decked out in Reebok's innovative line of products: the Kamikaze in a dozen colorways, the Reebok Lite collection, and the Pump were all on display.
The Reethym of Lite Campaign was product of collaboration between Reebok Classics and Swizz beginning back in February 2011. Along with the newly-appointed Reebok Classics Asia Curator, Verbal, the Tokyo-based rapper of M-Flo and Teriyaki Boyz fame, Swizz powerfully reminded the world of his creative partnership with Reebok. "The sky's not the limit, it's just the view," he prophesized. You could feel the earth shaking as Swizz MC'd on his tracks 'International Party' and 'Reebok Back'—the crowd blew up, the Reethym of Lite became reality.
Forever transcending his own talent, Swizz proves that tomorrow's classic is today's risk-taker. He pulled off an iconic performance and epic launch party, showing the world what the future of Reebok Classics will look like. No doubt, the world is liking how it looks.
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