Reebok drives Dubai back to the 90’s with the A93 truck

Reebok drives Dubai back to the 90’s with the A93 truck

Dubai, 14 March 2018: Reebok is throwing it back to the 90’s in celebration of the Aztrek Collection, the iconic ’93 sneaker that has been reborn in a physical, bold and disruptive way.

To mark the movement, the Reebok “A93” truck is taking consumers on a ride back to the days where they would Jump Up, Jump Up and Get Down, emulating 90’s Hip Hop and Rap culture and the iconic moments that shaped the decade.

Kicking off the bold movement, the A93 will be unveiled during an official launch party on Wednesday, 20th March at Molecule, d3, where the public will be welcomed to catch the first glimpse of the truck and experience the ultimate trip down memory lane. From hearing a special showcase of rising-star Moh Flow introducing his new music along with surprise guests, a 90’s inspired playlist, curated by Moh Flow which is available on Spotify, to reminiscing over the e-games and board games that throw it right back to childhood.

90’s, 70’s, 00’s youth and everyone in between decades are also invited to visit the Reebok A93 as it travels around Dubai, popping up at Jumeirah Beach Residence (JBR) on 22nd – 23rd March before travelling to La Mer on March 29th – 30th. Here, all are welcomed to discover the latest 90’s inspired Reebok products including the iconic Aztrek 93 and experience 90’s nostalgia with a range of retro throwbacks and gamification to get involved. As it makes its way around Dubai the A93 will present a series of music performers, a Street Dance performance by Sharmila and talks, throwing it back to learn how the 90’s helped shape some of the region’s leading creators
From revolutionary technology such as the Walkman where youth could hear The World Is Yours, to daring fashion trends including chunky sneakers, bucket hats and spaghetti straps, 90’s youth were truly Livin La Vida Loca! The 93’ Aztrek and the decade in which it was born alike, were made to last forever!
Open from 10 am to 7pm in JBR and La Mer and free for all to attend, the Reebok A93 will be blasting its way back across the city before road tripping to Riyadh and Jeddah, whether fans are Ready or Not.

Further Information:

For further information please contact:

Hill+Knowlton Strategies MENA +971 50 450 3672

Notes to Editors:

About Reebok

Reebok International Ltd., headquartered in Boston, MA, USA, is a leading worldwide designer, marketer and distributor of fitness and lifestyle footwear, apparel and equipment. An American-inspired global brand, Reebok is a pioneer in the sporting goods industry with a rich and storied fitness heritage. Reebok develops products, technologies and programming which enable movement and is committed to accompanying people on their journey to fulfill their potential. Reebok connects with the fitness consumer wherever they are and however they choose to stay fit – whether it’s functional training, running, combat training, walking, dance, yoga or aerobics. Reebok Classics leverages the brand’s fitness heritage and represents the roots of the brand in the sports lifestyle market. A subsidiary of adidas, Reebok is the exclusive outfitter of CrossFit and the CrossFit Games; the exclusive authentic global outfitter of UFC; the title sponsor of the Reebok Ragnar Relay series; and exclusive apparel provider for Les Mills.

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