The trainers are out November 8th.
The women- and queer-positive artist platform and booking agency published a promotional video on social media featuring the forthcoming Sole Fury trainers late last week. Speaking to Billboard about the move, Discwoman cofounder Emma Burgess-Olson, AKA Umfang, said, "It's a stamp of approval from the outside world to be recognized by a household name. Hopefully it can show a wider audience what we do and inspire others that you can create your own jobs if you push hard enough against all odds." She goes on to say the collective has "become more radical in our politics and more critical of the existing infrastructure," and plans to "support artists from more of a branding and business perspective."
Christine McCharen-Tran, another agency co-founder, continued: "We've been wearing Reeboks since we were kids and to have a global brand amplify our story is something we're really grateful for. To see women and femmes creating a business our own way and working together to build creative economies is powerful. It shows people that it’s possible to disrupt and change the industries you're in."
The sportswear company also enlisted photographer Marcus Hyde, filmmaker Tyler Ross, stylist and Fenty creative director Jahleel Weaver, fashion designer Matthew Adams Dolan and boxer Jeremiah Maestre for the campaign. The Sole Fury sneakers come out November 8th.
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Discwoman started by highlighting people we saw innovating their own sound splitting from what was expected. Our project continues to evolve through staying open to innovation. working with @reebok has allowed us more space to do so. Had so much fun shooting this. An honor to share this campaign with so many other folks we admire! #splitfrom #solefury #reebokpartner