May 29th saw the release of the epic street anthem "Practice", the fruits of an inspired collaboration between AKA, Africa's largest selling hip-hop artist, and Reebok Classic , the world's most iconic street culture brand.
"AKA is a fantastic fit for Reebok Classic as a brand. He personifies confidence, style and performance." says PJ Morilly, the Brand Director of Reebok South Africa. "There is a shared ambition of excellence between both AKA and us at Reebok, to always be acutely relevant and produce stuff that surprises and delights fans and followers."
People have been able to watch the collaboration develop over the last few weeks on social media, with a unique window into the world of sessions in the boardrooms, gyms, recording studios, clubs, and restaurants that have gone into this endeavour. The track samples an interview with the charismatic Allen Iversen – iconic basketball player, and Reebok athlete. Iversen talks about "Practice" in a way that sounds as if it his words were purpose-built to intertwine with the lyrical brilliance of AKA.
"I wanted to create a Classic. Something iconic. Something timeless", says AKA."I got thinking about how there's no shortcuts to greatness, y'know. You gotta put in the work. You want to run out of space in your safe? And trophy cabinet? You gotta sweat." Clearly drawing on his own commitment to his craft, AKA went on to say “that lead me to the concept of Practice. When I came across the Iversen interview about practice, and realised he was a Reebok athlete, I knew I was onto something special."
AKA has also teased his upcoming Reebok Classic collaborative sneaker via Twitter recently. Stay tuned to Shelflife for future information regarding this exciting partnership.
Check out the music video for "Practice" by AKA and Reebok below: