Cardi B and Reebok are getting together on a collab. The rapper is the latest celebrity face of the Reebok brand. Details of the partnership and product are still to come, but in its announcement, Reebok describes Cardi B as “an artist who never fails to defy convention both personally and with her music… Everything that you love about Cardi is what you love about Reebok. Reebok has a longstanding legacy of nonconformity, whether it’s creating the first workout shoe exclusively for women or putting bold-faced expletives and fresh-faced hip hop stars in its big ad campaigns in the early ‘00s.”
Pop culture and the sneaker world made waves on the West Coast this past weekend as thousands flocked to Long Beach, CA over the weekend for ComplexCon, a convention celebrating everything youth culture hosted by Complex magazine. New, limited-edition kicks, trendy apparel labels and rappers were everywhere. Allen Iverson dropped his first kicks in four years. The two colorways for Reebok were sold out immediately. G-Eazy was hanging with Puma, which took brand fans to one of the most memorable hangouts in the ’90s—the mall, for the release of their new RS-X sneaker. Pharrell Williams, who has a lifestyle tennis line with Adidas, visited the Billionaire Boys Club booth for a book signing. Russell Athletic unveiled a hyper-limited release with rising designer Rhuigi Villasenor. Pusha T stopped by the Adidas booth to commemorate his limited-edition EQT collaboration, and Fila’s Grant Hill joined Victor Cruz, Young Dirty Bastard and Shiggy at HBO’s barbershop experience to celebrate “The Shop,” a new unscripted series on the network from Nike’s LeBron James and Maverick Carter. Vans paid tribute to NASA with its space gray, skate voyager shoe and more exclusives at PacSun’s pop-up shop. Meanwhile, Nike sold out its limited-edition Sherbinskis Nike AF1 Low Bespoke.