Reebok’s new sneaker is so subtle it’s almost a different brand
The Spike Racer's minimalist design is causing confusion and demand.
The story
Reebok's Spike Racer sneaker, inspired by 1970s track spikes, has a minimalist design without large logos and is selling quickly despite its unfamiliar look.
Source: wwd.com
Our reading
The Spike Racer is so minimalist it could be mistaken for a high-end designer sneaker, which is probably why it’s selling out. Reebok has gone full ‘I don’t need to tell you who I am’ with this one, which is a bold move for a brand that once relied on bold logos.
It’s strange to think that a sneaker could be too subtle to be recognized as a Reebok, but that’s the irony here. The brand is trying to be cool by not being obvious, which is the same strategy used by people who try to act nonchalant about their expensive watches.
Maybe the next step is a Reebok sneaker that doesn’t look like a sneaker at all. That way, it could be mistaken for a shoe from another brand, or maybe just a piece of modern art.
