The Rhythm of lite is what moves others to action. It illuminates and radiates warmth and spirit. Reebok Classics’ “Reethym of Lite” campaign embodies that very spirit as it takes the brand to new heights, by changing the way we see artist brand collaborations. It is one thing to be a familiar face attached to a product but quite another to be a creative director in charge of the global appeal. The new campaign is spearheaded by super producer and artist Swizz Beatz. ”The Reethym of Lite campaign connects people to something they hear on the radio, see on the TV, enjoy at a party – and also see as a commercial during their favorite show,” said Swizz Beatz. “For me, the Reethym of Lite is an “International Party” – it connects the sneakers being light, the rhythm of dance, music, art, and style and the rhythm of the people, the fact that everyone should have light in their life. Reebok and Swizz are taking Reebok Lite and the Reethym of Lite global.”
The south Bronx native celebrated his role in true rock star fashion with an intimate star-studded party. The VIP section was packed with friends and well-wishers of the megastar, including Jay-Z, Beyonce, Sean “Diddy” Combs, Pharrell Williams, Clive Davis, Miss Info, the lovely Alicia Keys, and many more. Guests at the event enjoyed signature cocktails from Hennessy Black, as well as a rousing performance from the man of the hour. Swizz reminded the crowd of his career of hits not only as a performer but as a producer. With a staggering catalog of over 500 hits, he could have performed all night.
The energetic and playful set was followed by the unveiling of the first commercial for the campaign. The high octane 2 minute commercial is filled with color and light. The mini video features music by Swizz with a cameo from the Mrs (Alicia Keys), and classic Reebok sneakers as well as the newer looks from the line. Along with the new footwear Swizz will also be reawakening an old apparel line as part of his creative director role. With a new wife, adorable baby and a slew of successful ventures its a wonder that he gets any sleep. Who needs sleep when you’re the guardian of the lite?
VIDEO HIGHLIGHTS OF SWIZZ BEATS PERFORMING…
Inside the Mind of Swizz Beatz…
Reethym of Lite AD…