From Los Angeles to Dubai, sneaker Picasso, Kickasso, is making sure the opening of Reebok’s new concept store ….

From Los Angeles to Dubai, sneaker Picasso, Kickasso, is making sure the opening of Reebok’s new concept store in Dubai Mall ‘kicks’ off in style

Dubai-based DJ Travis will be on the decks set to pump up the night

Dubai, June 30th, 2019: Today, Reebok launches its first-ever Fit Hub 3.0 store in the UAE, on the first floor of Dubai Mall in front of the mall’s popular ice-rink.
This original and innovative concept store offers a new look and feel for the brand, seamlessly integrating the Reebok Classic range with its extensive performance offering.

Celebrating the launch, Reebok has collaborated with one of the most influential artists in sports and culture right now; the notorious sneaker artist, Troy Cole, commonly known as Kickasso: modern day Picasso, and founder of Kickasso Kustoms. Cole will jet in all the way from Los Angeles on Thursday 11th July and Friday 12th July, between 6:00pm till 9:00pm to offer sneaker-heads and fashion enthusiasts the opportunity to customize their Reebok sneakers for free.

Having worked with the world’s most famous athletes including David Beckham, Dwyane Wade and Chris Johnson, Kickasso’s outstanding talent offers unique and eye-catching designs which standout in the street. Whether it’s an old pair of Classic Club Cs or a fresh pair of the recently launched Aztrek Reebok fans will have the opportunity to reinvent their favourite Reebok sneakers to become one of a kind.

The newly launched store will also showcase a select number of Reebok Classic Leather, Club C and Aztrek sneakers pre-designed by Kickasso retailing 1,100 aed to 4,400 aed for collectors, sneakerheads, Reebok fans and art enthusiasts to purchase. The paintings on the shoes were inspired by the artist’s interpretation and perception of the Middle East and Dubai lifestyle.

Commenting on this experience, Troy ‘Kickasso’ Cole said: “I’m really excited about my Reebok collaboration and first visit to Dubai. I picture the city as a diamond in the Middle East, with a vibrant focal point, not only for the region, but throughout the world, in setting new expectations and being at the forefront of fashion and design.
“With Reebok, I’m traveling to a place I never thought I would get to visit and to be able to do it with a brand that I genuinely love is just the icing on the cake.

“Culture shows me there is more out there than what I’m used to seeing. There are more artistic styles to investigate, more emotions to ponder, more color combinations to test and more patterns to discover. I take more risks because I know that my artistic path isn’t the only way. That said, I’m excited to be inspired by Dubai and the culture of the region and bring them to life with Reebok.”
Revving up the celebration further is Dubai-based DJ Travis Sewchan who will be on the decks. Having received industry credits on global albums and hits including “Take a Shot for Me” from Drake’s award-winning album “Take Care’, DJ Travis is a local, regional and global phenomena.

Speaking on the launch, Alberto Gaudioso, Senior Brand Director for Reebok Emerging Markets said:
“The lines between fashion and fitness are becoming more blurred every day. This growing trend is reflected through our new store’s concept which is a unique fusion between the Reebok Classic line that reflects the brand’s heritage and culture, and the performance range that is constantly improved through continuous research and development, technology and innovation.”

“We always strive to bring the best to the table and collaborating with world-class talent to celebrate this launch allows us to give back to Reebok fans in the UAE. We are looking forward to having Kickasso and DJ Travis in Dubai Mall.”

Visit the new concept store today and join the celebration on 11-12 July 2019. For additional information on the Reebok product range, visit

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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