Reebok and SMILEY® Kick Off Multi-Season Partnership with Customizable Classic Leather Pump
(BOSTON) April 5, 2022 – In celebration of the 50th anniversary of the original SMILEY® icon, Reebok and SMILEY® have joined forces to form a multi-season partnership encouraging creativity and positivity. Today, the first drop is revealed as the SMILEY® Classic Leather Pump 50th.
The SMILEY® Classic Leather Pump 50th combines one of Reebok’s most well-known silhouettes, the Classic Leather, with the brand’s iconic PUMP technology. To bring this already unique silhouette to the next level, SMILEY® and Reebok collaborated with renowned graffiti artist, Mr. André, who created a graffiti piece that was printed on top of premium leather.
The graffiti leather panel is covered with a special white peel-off paint to disguise the shoe, giving it the appearance of a typical Classic Leather with SMILEY® accents – including a branded PUMP component, spray-painted logo on the tongue and tonal SMILEY® logo on the back of the shoe. Over time the white paint will crack and peel off to reveal Mr. André’s bold, colorful print with multiple 50th anniversary spray-painted SMILEY® logos to emphasize the happiness that is always within, waiting to come through.
The SMILEY® Classic Leather Pump 50th (GY1580) will be available on Reebok.com/smiley in unisex sizing beginning April 15th for $250. The remaining Reebok x SMILEY® collections will be revealed in the coming months.
Created in 1972, by French journalist Franklin Loufrani to spread feel-good news, the Smiley would go on to become one of the most important icons in graphic design, bringing people together through a creative message that spreads positivity and putting social and emotional learning at the top of the agenda. Smiley is a universal counter culture icon with a message of positivity that has influenced generations across the globe. Reinvented and redefined by generations of activists, artists and creators, Smiley continues to thrive and influence future generations.
In 1996 Nicolas Loufrani, son of Franklin, took the helm whilst the world was in the midst of the digital revolution and saw a huge opportunity to bring Smiley into the digital world. Nicolas created a whole new way of communicating, using a variety of facial expressions on the original Smiley to convey emotions. His emoticons are now used by everyone around the world every day.
Pursuing Smiley’s goal to make the world a happier, kinder, more conscious place, Loufrani created Smiley Movement in 2017. Smiley Movement is a non-profit community which aims to inspire positive change in society addressing urgent societal and environmental problems. Smiley Movement provides a cross-media platform of news, videos, events and awards that connect the non-profit sector to the broader public to enlighten minds and empower people to take positive action.
Today, The Smiley Company is one of the world's top global licensing enterprises that extends across fashion and homewares, through to food and beverage and continues to embrace collaboration as an opportunity to spread this important message. For 2022 Smiley will bring back its original message of ‘Take the Time to Smile’ which is still as relevant as ever, by spreading this positive message through global activations, brand collaborations and feel good experiences. More than an icon, brand and lifestyle, Smiley is a sprit and philosophy and a reminder of how powerful a smile can be.
Julia Pasquale MonkManager, Global PR & Brand MarketingUnited StatesJulia.Monk@reebok.com(857) 262-2425
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