Reebok Announces MonuMINTal Partnership with Creative Tobe Nwigwe

Today Reebok, the iconic and irreverent sports culture brand, announces a multi-year partnership with artist, actor, and visionary Tobe Nwigwe. Building upon Reebok’s long history and legacy of working with leading HipHop artists and creatives, the collaborative partnership will debut the Reebok by Chukwu collection, featuring co-designed footwear and apparel offerings starting in 2024 that will sit across fashion and lifestyle categories and further expand the brand’s footprint in the worlds of music and fashion.

 

Once a football standout with dreams to play professionally, the Houston-born, first generation Nigerian-American artist and father of four, was forced to drastically pivot his life’s plan when he faced a career-ending injury his senior year at university. Leaning into his faith and longtime belief of “make purpose popular,” Nwigwe has improbably grown into a global superstar. In recent years, Nwigwe has flashed across blockbuster film screens, donned the world’s most prestigious runways, racked up millions of views on YouTube through his #getTWISTEDsundays series and climbed to the top of hip-hop charts – all despite no major record label or booking agent at his side. The world-renowned lyricist and standout creative known for his signature ‘mint’ fashions and backdrops, has collaborated with some of the world’s most notable athletes, design houses and artists, while most recently earning a nomination for ‘Best New Artist’ in 2023 through his LP moMINTs.

 

“I’m honored to partner with a brand like Reebok that represents so many iconic moments in culture and possesses timeless designs that have spanned generations. I can still vividly remember fighting with one of my best friends in middle school over who could first get their hands on the latest Question drop,” said Tobe Nwigwe, Reebok’s newest brand partner. “I’m excited to bring my point of view and join our worlds together to create something truly special.”

 

Speaking to the partnership, Reebok CEO, Todd Krinsky said, “Collaborating with creatives and hip-hop artists has been an integral piece of Reebok’s heritage since we became one of the first sneaker brands to do so in the ‘90s. We are thrilled to continue this legacy and partner with a true creative visionary who is not only helping to define the next era of the genre, but is also leveraging his passion, drive, and talent to create positive change. Tobe is coming in with incredible energy and a strong point of view on fashion and culture and I can’t wait to see how this translates into his upcoming collections and work with us.”

 

Beyond music, Nwigwe has established himself as a true multihyphenate who grounds himself in mission driven work to impact today’s youth. In 2010, while recovering from his football injury and searching for his new path, Nwigwe founded TeamGINI (stemming from ‘Gini Bu Nkpa Gi?’ — Igbo for ‘What’s your purpose?’) – a non-profit based in Houston, TX that aims to support and inspire the area’s local youth through the notion of finding purpose. Through his new partnership, Nwigwe will work with Reebok to further amplify and support the TeamGINI community and extend its impact.

 

In celebration of its newest brand partner, Reebok’s global HQ is lighting up the skyline in Boston, Massachusetts this week, by switching its neon rooftop vector sign from brand colorways to Nwigwe’s signature mint green.

 

Nwigwe’s first limited-edition capsule collection under the umbrella ‘Reebok by Chukwu’ is expected to release in Fall 2024.