In partnership with Illumination and global cultural phenomenon, Minions, as well as Universal Brand Development, Reebok officially unveils their Minions: The Rise of Gru collection celebrating the blockbuster franchise’s upcoming theatrical release slated for July 2, 2021. Available globally from Reebok.com and select retailers beginning October 1, the exclusive full-family footwear collection unfolds a real-life creative alliance of epic proportions revealing a master plan years in the making.
Recognized globally as the world’s most successful animated film franchise of all time, Illumination’s iconic Despicable Me continues to capture the imagination of audiences worldwide. Evolving the Minions legacy and Reebok’s historically bold brand narrative, the Minions x Reebok collection injects inspiration directly from the forthcoming film that chronicles the untold story of one 12-year-old’s dream to become the world’s greatest supervillain.
Minons x Reebok Instapump Fury “Vicious 6”: In order to become the world’s greatest super villain, Gru must first defeat the Vicious 6, the world’s most notorious collective of villains. Taking inspiration from the infamous group, this asymmetric fashion-forward take on Reebok’s historic ‘laceless’ Instapump Fury is one of the model’s boldest executions to date. Mixing a plethora of contrasting prints, colors, materials and textures, the silhouette goes big like the villains themselves. The left shoe houses gold and yellow color blocking, materials and graphics from Belle Bottom’s (voiced by Taraji P. Henson) go-to wardrobe, rugged nods to Stronghold’s (Danny Trejo) tank, and a custom molded heel TPU with faux stingray material inspired by Jean Claw’s (Jean-Claude Van Damme) robotic crab arm, while the right shoe features a padded collar lining with racing stripes and spikes inspired by Svengeance’s (Dolph Lundgren) over-the-top roller derby uniform, a teal and gold filigree with a stain glass pump ball replicating Nun Chuck’s (Lucy Lawless) holy chariot, and a zebra-striped pony hair and gator embossed toe nodding White Nuckle’s (Alan Arkin) throne, trophies and weapons. Available in adult (AED 799) and toddler (AED239) sizing.
Minions x Reebok Club C “Vicious 6”: Nodding to the film’s 70’s vibes and the specific textures and retro colors dressing of the Vicious 6 villains’ lounge, this understated Club C features corduroy, premium leather and nubuck panels on the upper, a velvet interior lining, shag rug sock liner, and soft cotton laces all brought together by the Vicious 6 logo on the tongue. Available in adult sizing at AED 475.
Minions x Reebok Instapump Fury “Minions”: An homage to the Minions’ iconic yellow and blue color palette, this vibrant yet wearable take on the Instapump Fury is imagined through the eye(s) of the Minions themselves, creating an asymmetric pair with bold nods to the film including a Minions party insole, Minion eyes on either Pump button, a banana peel graphic on the left outsole and reflective hits throughout. Available in adult (AED 799) and toddler (AED239) sizing.
Minions x Reebok Club C “Otto”: This subtle yet bright kids-only take on the classic Club C celebrates the franchise’s newest Minion, “Otto.” The silhouette, a second creation inspired by the Minions horde, is filled with yellow paint, Minions party insoles, pops of lime green and a splash of mud on either outsole – the meaning behind which will be revealed in the forthcoming film. Available in grade school, pre-school and toddler sizing, from AED 239 – AED 325.
Completing the collection, playful Minions x Reebok graphics are united across a clean apparel capsule featuring short-sleeve and regular tees.
Finally, Gru’s lab is replicated in real life by elevated sneaker packaging that houses each of these Reebok creations. Displayed on the box are hand-illustrated orthographic views of Gru’s childhood bedroom and top-secret lair riddled with Easter eggs from the forthcoming film and additional details that Minions, Iverson and Reebok fans will all enjoy.
Creative content and product imagery from the collection can be found HERE.
Fans can look out for additional details and content from the collection and more to be revealed by Reebok and Illumination ahead of the October 1 product launch as well as in the lead up to the July 2021 theatrical release.
The collection will be available exclusively atReebok The Dubai Mall (First Floor), Dropkick, Concepts, and The Good Life Space in Dubai; Reebok The Galleria at Al Maryah Island, Abu Dhabi; The Avenues and 360 Mall in Kuwait; and Online on Namshi and Nejree.
