Maison Margiela and Reebok announce multi-season product link-up

By

Sandra Halliday

Published
Sep 15, 2020

Maison Margiela and Adidas-owned sports giant Reebok have unveiled a partnership that’s “set to span several seasons with a focus on pushing the boundaries of footwear and inspiring a collaboration devoted to expert and progressive craftsmanship”.

The first fruits of the link-up will debut on September 22 with the arrival of the Tabi Instapump Fury, which was shown in January at the designer label’s SS20 show, an event that seems longer-ago than just eight months given everything that has happened since then. 

It draws on key themes from that show such as “a re-evaluation of the values of bourgeois dressing exercised through the codes that define it”.

In practice, this sees Margiela creative chief John Galliano using “the conscious codes and science of today in a dialogue between Reebok’s revolutionary Instapump Fury sneaker and the French fashion house’s legendary split-toed shoe”. 

Additional new styles are planned for release in 2021. 

The companies said the first launch is a “statement shoe for the age of the cyber-industrial revolution and builds on Maison Margiela’s analyses of the conversation between humanity and technology in the digital era”.

It will come in both heeled and flat versions. The flat option is reminiscent of the sole design of the Retro Fit sneaker that Maison Margiela launched in 2018. The 10cm-heel version is an interpretation of the Instapump Fury’s sole design and is the first time that Reebok has produced a heeled version of the Instapump Fury.

There will be an exclusive launch at the Maison Margiela Crosby Street Concept Store in New York City on September 22 with a wider rollout on Reebok’s and Margiela’s webstores and in select Margiela stores the next day.