Future may sport Gucci flip-flops, but when it comes to sneakers, he’s rocking Reeboks from now on.
The “Wicked” rapper has entered a creative partnership with the footwear brand, which already boasts endorsements from Kendrick Lamar and creative director Swizz Beatz.
Future announced the deal on Instagram with the hashtag #FBGREEBOK16 and images of himself in the InstaPump Fury Overbranded sneaker, due in stores this fall.
“I’m excited to kick off the summer with Reebok by my side,” Future said in a statement. “It’s a natural fit for me to work with a brand like Reebok that also shares my beliefs in moving culture forward and being passionate in what you believe in. Not only am I honored, but I feel privileged to be a part of the family.”
Reebok is just as thrilled, according to Todd Krinsky, Global Vice President of Reebok Classic and Entertainment.
“Future exudes the type of fearlessness and authenticity that Reebok Classic stands for,” he said. “This partnership not only continues our brand’s longstanding legacy of working with the world’s best hip hop artists, but also solidifies Reebok Classic’s commitment to never back down from pushing boundaries. I’ve had a preview of what’s to come from Future and Reebok and I can’t wait for everyone to see!”
Up next, Future is set to rock his Reeboks while on the “Summer Sixteen Tour” with Drake, which kicks off July 20 in Austin. He also announced plans for his next mixtape, Freeband Gang’s Forever or Never.