I went to New York for Reebok’s Reethym of Lite launch and…did not want to go home.
The first thing I craved and went for was Minetta Tavern‘s Black Label burger. After a cocktail or two things went a bit fuzzy…
Next thing I knew I only had 3 hours free time on my subsequent day. I made a beeline to my fail-safe favourite: Oak on Bond Street.
I also went to No. 6, and also went ballistic…
The real fun began when Verbal and crew got here for Reebok’s big day!
I saw surprised faces when I suggested we buy dinner from this dodgy corner store and have a lovely picnic outside. This corner store is actually just the facade of a super cool speakeasy style Mexican restaurant La Esquina that you have to cross the backdoor into kitchen downstairs to reach the dining area.
Another restaurant really worth going is Locanda Verde, an amazing family style Italian restaurant and a great place to star-spot because Robert de Niro is a partner. MUST ORDER THE DESSERTS THERE.
Reebok’s Reethym of Lite global launch, featuring Swizz Beatz as Reebok Classics’ global creative director and Verbal as Asia Pacific’s creative director. This is a very unique partnership that sees collaborating with artists as a true exchange of creative minds working together to create something sincere and genuine to the Reebok Classics audience. As we tire of seeing the endorsement formula that most brands re-use over and over for quick wins every season, it is refreshing to see Reebok take the risk to invite some of the world’s most creative personalities from other industries to enter the core of the brand and help drive its lifestyle business.
The launch debuted Swizz’s first big project since being appointed as Reebok Classics’ creative director, the Fall-Winter 2011 Reethym of Lite global campaign. It kick started with an intimate night at Avenue. The official party at Espace the next day featured many stars including wife Alicia Keys, Pharrell Williams, Lloyd Banks, P. Diddy (a.k.a. Swag), Busta Rhymes, and Clive Davies. Media from across the world were flown in to New York for the event; I met the very funky host of MTV Russia who out dressed most of the celebrities at the party!
A film from the launch “Prequel to a Classic” will be released on August 12th, see the trailer below:
After the big party, we continued on at cave-like basement lounge Kenmare [Ken-maaaahrre]…
I love New York.
Photos courtesy of Dan Bailey from Tokyodandy
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