Looking inside, wearers will find asymmetric double-sided ‘trap door’ sock liners - a first-of-its-kind sneaker innovation - that each hides top-secret elements from Gru’s lab on the underside. Using 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”. Minions x Reebok Question Mid “Gru’s Lab”:Īn imaginative modification of the historic Question Mid inspired by a young Gru for the ‘baddest’ baller of all-time, Allen Iverson, this silver/black execution injects glow-in-the-dark sticky “slime” into the outsole through two intake and outtake tubes to achieve impossible grip on court, while adapted rocket booster graphics underfoot propel any undersized villain to the rim. Evolving the Minions legacy and Reebok’s historically bold brand narrative, 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. 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.
“This year, we wanted to come out of the left-field with it and give you something very different and unexpected for a Minions collab,” remarks Hill in the film’s opening. Through the short film, Hill (a six-year Reebok veteran known for leading product design for some of the brand’s most coveted collaborations) invites Minions fans and sneaker lovers alike into his home office/basement toy room “somewhere outside Boston” for a detailed first-hand look at the collection’s polarizing footwear designs (and a few possible spoilers for Minions: The Rise of Gru). To mark this iconic launch, Reebok also created “Inside the Mind,” a short film with Reebok’s most evil villain senior design manager for pop culture, Chris Hill. The exclusive full-family footwear collection unfolds a real-life creative alliance of epic proportions revealing a master plan years in the making. In partnership with Illumination and global cultural phenomenon, Minions, as well as Universal Brand Development, Reebok unveiled their Minions: The Rise of Gru collection celebrating the blockbuster franchise’s upcoming theatrical release slated for July 2, 2021.
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