October 20, 2016


Sole Searching: Inside Reebok and Future's Fury Pop-Up Shop

In Fuse's latest installment of Sole Searching, host Esteban Serrano visits the Reebok Fury Pop-Up Shop in New York City's Herald Square. Launched October 11 for two days, the shop celebrated the iconic InstaPump Fury, as well as Reebok Classic's "Overbranded" collaboration with Freebandz head Future.

After peeping some exclusive apparel, Serrano chatted with Freebandz Creative Director Fred Foster about the two brands' decision to partner up.

"Reebok has been a fearless brand for as long as I can remember, so they've never had an issue working with hip-hop artists," Foster tells Fuse. "It's just an organic relationship that worked perfectly."

As for the highly anticipated "Overbranded" InstaPump Fury colorway—which Future wore throughout his Summer Sixteen tour—Foster describes the sneaker as "street classic."

"It's one of those silhouettes that's just timeless. This is one of Future's favorite shoes, so we were able to take that...and create something new from something old."

Get an exclusive peek inside the Reebok Fury Pop-Up Shop, and then check out Fuse's interview with premium shoe care producer Jason Markk: