Footwear & apparel collection represents Reebok “Human Rights Now!” racial equity platform
(BOSTON) April 10, 2024 - Today, Reebok, the iconic and irreverent sports culture brand, and longtime collaborator and streetwear staple, PLEASURES, have twisted up the PLEASURES x Reebok “Not Guilty” footwear and apparel capsule, shedding light on the systematic inequities present within the cannabis industry. Presented as part of Reebok’s “Human Rights Now!” racial equity platform, alongside a charitable donation to Last Prisoner Project, the PLEASURES x Reebok “Not Guilty” footwear and apparel capsule drops April 19 exclusively from PLEASURES (pleasuresnow.com), before its wider global release on April 20.
“The legalization of cannabis cannot come without justice reform. Too many are still behind bars convicted of what is no longer a crime. No matter how you break it down or roll it up, the fact is: we are not guilty of our PLEASURES.” – PLEASURES
The long-standing relationship between PLEASURES and Reebok continues to produce some of the most meaningful and sought-after product collaborations on the market. Now, with the launch of the PLEASURES x Reebok “Not Guilty” product capsule and campaign, the two have set their collective site on enforcing change and supporting an important cause.
“It was an easy choice to team up and amplify our major voices on this issue,” commented PLEASURES Co- Founder, Alex James. “Put some real money and awareness behind the project to get affected people out of jail and back in society.”
As part of Reebok’s “Human Rights Now!” platform and United Against Racism mission, and in honor of the PLEASURES x Reebok “Not Guilty” collection, Reebok will donate $10K to Last Prisoner Project, a national, nonpartisan nonprofit dedicated to reforming the criminal justice system through progressive drug policy. According to Last Prisoner Project’s 2023 State of Cannabis Injustice Report, “On average, Black individuals are 3.64 times more likely than their white counterparts to be arrested for cannabis, despite similar consumption rates.”
“At its core, the War on Drugs was built upon a decades-long, false, media-driven narrative that “marijuana” was one of society’s most menacing enemies,” said Sarah Gersten, Executive Director of Last Prisoner Project. “This misinformation campaign ultimately led to a highly racialized enforcement of cannabis prohibition, which disproportionately surveilles, arrests, charges, and incarcerates Black and Brown community members. To know we have the support of companies like Reebok and PLEASURES, helping us break these stigmas and reverse these trends – it’s a powerful statement.”
Center to the PLEASURES x Reebok “Not Guilty” product offering is Reebok’s unisex Club C BULC sneaker, a robust skate-inspired iteration of the brand’s iconic Club C tennis shoe. Dressed in PLEASURES’ signature green, the PLEASURES x Reebok Club C BULC “Not Guilty” (100206744, $130) features a premium suede and nylon upper, durable rubber toe cap (for kicks), plush terrycloth interior lining, tongue stash pocket (for “real heads”), and asymmetric “JUSTICE REFORM”/Reebok “Star Crest” tongue graphics, all seated atop a classic gum rubber outsole.
“We wanted to create something that felt like future vintage, and Club C BULC is the perfect marriage of old and new school,” said James. “And we love working with the color green - this is our fourth Reebok shoe that incorporates our trademark color.”
The dedicatory capsule is made complete by a blacked-out unisex apparel range, including a Premium Heavy Weight Hoodie (100207988, $120), Street Style Relaxed Fit Tee (100207989, $50), and Crinkled Nylon 5- Inch Short (100207990, $60).
While each unique “Not Guilty” style offering enables consumer engagement and charitable contribution, the product capsule is simply a means – a platform – by which to share a more important message, captured through campaign content and storytelling.
“We’re highlighting people who are locked up on bogus weed charges,” explained James. “The rest of the free world has legal weed and yet people are still behind bars for small offenses. Hopefully this project and content shines some light on the real issue.”
The PLEASURES x Reebok “Not Guilty” footwear and apparel capsule drops April 19, 10:00 PST / 1:00PM EST, exclusively from PLEASURES (pleasuresnow.com), before its wider global release on April 20 via Reebok.com and select retailers.