Reebok 09

Pop culture's fervent embrace of the 80s aesthetic - from fashion to music - is not about to abate anytime soon. Which is why now is the perfect time for iconic 80s brands to wipe away the cobwebs (and any chips on their shoulders about being "has-beens") and re-invent themselves to a whole new generation (Y, that is) that did not have the pleasure of consuming them the first time around. Iconic 80s sports shoe giant Reebok has heard the revival call and is responding beautifully with a mix of classic retro-ism and futurism. Everything about the brand is undergoing a renaissance, from the product right through to the marketing, such as their recent pop-up store in New York which was a feast for the illustrative senses. Good work, we say. Will the brand rise to the dizzy heights of its former glory when a pair of Reeboks was the only shoe any man, woman or child from Dusseldorf to Detroit wanted? Maybe not but we're predicting that the hipsters will give them an excellent run (pardon the pun) this time around. -