With Swizz Beatz making headlines for literally bringing “Reebok’s Back” as the company’s Classics division creative director, SOHH hit up one of the sneaker company’s product managers, Damion Presson, about working alongside Swizzy.
Although he felt Reebok was headed in the right direction before aligning with Swizz, Presson largely credits the producer-turned-business executive for sparking new energy into the brand.
“I think Swizz was really like a shock in the arm,” Presson told SOHH. “Reebok was definitely on track with the success we’d been having, but on the Classics side, we really hadn’t had anything worth talking about for a long time. Then we went with the deal with Swizz and I think that just gave the Classics group the jolt and shock in the arm that it needed. The product was turning around and getting better, but having him showed that Reebok is really back. Just like the song, ‘Reebok’s Back.’ We’re really back in a big way. We’re coming out with the Kamikaze, we’re coming out with a couple other things down the pipeline. Taking looks back at our past and modernizing its looks, it’s all via Swizz Beatz. It’s all [about] sitting with Swizz, picking his brain.” (SOHH)
Presson also said Swizzy has displayed his eagerness to contribute and innovate.
“He’s got a lot of ideas. He’s a guy that gives me phone calls at two and three o’clock in the morning and we’ll just sit and talk about different ideas and things that we can do to uplift the brand. And that’s real. He calls me when he’s feeling creative and we talk about the next course of action whether it be footwear to apparel to marketing ideas. He’s full of creativity. It’s a pleasure to work with someone like Swizz Beatz who isn’t just here for a paycheck but that’s here for the brand and wants to turn the brand around.” (SOHH)
Last month, Beatz hit up SOHH and talked about his aim at Reebok with high expectations and duties.
“It’s not only on some urban level but really on a global level. They’re letting me take the whole business model to the next level. I don’t have an endorsement deal. I don’t have a ‘Swizz Beatz’ sneaker. The Kamikaze [sneaker] is just a part of what we’re doing as an entire brand. I’m [involved] in all categories from apparel to stuff we’re doing in the art world, basketball and just everything from A to Z.” (SOHH Guest Star)
Earlier this week, Swizzy held a Reebok sneaker launch party in New York City and declared his quest for greatness.
“I want y’all to understand the movement and the opportunity that we all have. Reebok is definitely back. I am happy to be the creative director globally,” he said. “That puts me up there with the Marc Jacobs and Karl Lagerfelds. To have that position coming from the South Bronx… I tell everybody that the sky is not the limit, it’s just the view.” (Miss Info)
Check out footage from Swizz Beatz’s Reebok launch party below: