Reebok and Universal Brand Development launch Minions: The Rise of Gru footwear collection

Reebok has partnered with Universal Brand Development, Illumination and the world renowned Minions franchise to grandly unveil its Minions: The Rise of Gru collection, a new footwear range celebrating the upcoming blockbuster release slated for July 2021.

Available globally from Reebok.com and select retailers beginning October 1, the exclusive full-family footwear collection ‘unfolds a real-life creative alliance of epic proportions revealing a master plan years in the making.’

Recognized globally as the world’s most successful animated film franchise of all time, Illumination’s iconic Despicable Me continues to capture the imagination of audiences worldwide. The Minions x Reebok collection injects inspiration directly from the forthcoming film that chronicles the untold story of one 12-year-old’s dream to become the world’s greatest supervillain.

The collection feature the Minions x Reebok Question Mid Gru’s Lab, an imaginative modification of Reebok’s Question Mid inspired by Gru and his laboratory. It uses different “metals” from around Gru’s lab to form a mostly unpolished silver upper, while a more-finished glossy chrome leather panel at the heel pops above his signature “G” logo stamped in place of the traditional Iverson “3”.

Looking inside, wearers will find asymmetric double-sided ‘trap door’ sock liners – a first-of-its kind sneaker innovation – that each hide top-secret elements from Gru’s lab on the underside.

Next up is the Minions x Reebok Instapump Fury Vicious 6, a take on the Vicious 6 that Gru must first defeat to become the world’s greatest super villain. Taking inspiration from the infamous group, this asymmetric fashion-forward take on Reebok’s historic ‘laceless’ Instapump Fury mixes a plethora of contrasting prints, colors, materials and textures, while the silhouette goes big like the villains themselves.

The Minions x Reebok Club C Vicious 6 meanwhile, nods to the film’s ’70s vibe and textures as well as retro colours, featuring corduroy, premium leather and nubuck panels and the Vicious 6 logo on the tongue.

 

The Minions x Reebok Instapum Fury Minions pays homage to the Minions iconic yellow and blue colour palette, as a vibrant take on the Instapump Fury imagined through the eyes of the Minions themselves. It feature particular nods to the film franchise, including a Minions party insole, Minion eyes on either pump button, a banana peel graphic on the left outsole, and more.

Completing the line up is the Minions x Reebok Club C Otto, a subtle yet bright take on the classic Club C which celebrates the franchise’s newest Minion, Otto. The silhouette, a second creation inspired by the Minions horde, is filled with yellow paint, Minions party insoles, pops of lime green and a splash of mud on either outsole – the meaning behind which will be revealed in the forthcoming film.

 

The partnership is completed with an apparel capsule collection that feature Minions x Reebok graphic acropss a range of short sleeved and long sleeved cropped and regular t-shirts. Each Reebok creation arrives in Gru’s Lab sneaker packaging, featuring hand-drawn orthographic views of Gru’s childhood bedroom and top secret lair, complete with Easter egss from the upcoming film.

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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