As part of its ongoing Born Classic. Worn For Life. campaign, Reebok transformed Soho into a community-led cultural hub with Full Circle, a multi-day celebration centred on the brand’s SS25 Classics range. The weekend brought together established and emerging voices across music, style and visual culture. Hosted at The Vinyl Factory, the space functioned as an open forum, part as exhibition, workshop, screening room and studio.
A Spotlight on British Youth Culture
An important highlight of the weekend was a photography exhibition curated by Ewen Spencer, whose long-standing documentation of British youth culture set the tone for the installation. Spencer’s work was presented alongside imagery from selected community photographers.
Garment Leather Returns
At the heart of the activation sat the SS25 Classics collection, made from 100% full-grain premium Garment Leather, a material first introduced by Reebok in 1983.
Silhouettes on display included the Workout Plus, Freestyle Lo and Hi, Classic Leather and Club C, each refined with supple leather uppers that mould naturally to the foot. In a nod to nostalgia, ten pairs per day were made available at their original 1990s recommended retail price of £44.99.
Product Conversation
An archival product display curated by Rhys McKee (known as @cakenotcrumbs) provided deeper historical context. Vintage pairs and rare references were presented alongside the new SS26 iterations, offering visitors a tangible sense of evolution across decades.
McKee also hosted a live conversation with footwear archivist Alice (@boot.alicious) and members of the Reebok product team. The discussion unpacked design lineage, material choices and the cultural significance of Classics within UK style movements
Customisation and Community
Full Circle also encouraged hands-on participation. Greater Goods, led by Dom Johnson, brought CADDY mobile studio on-site to offer leather tag customisation. Visitors had the chance to personalise their pairs at the event.
Designer Bele (@ebeleojechi) reworked elements of the apparel collection, adding a bespoke layer to the ready-to-wear offering and demonstrating how heritage pieces can be reframed through fresh creative perspectives.
Ed Phipps hosted a dedicated print workshop, inviting attendees into the process behind graphic application and encouraging experimentation with texture and placement, another nod to the campaign’s emphasis on collaboration over consumption.
Music
Music remained central throughout the weekend. The Reemix Sessions with K-Trap opened up studio space and mentorship opportunities for emerging artists, following a social call-out inviting unsigned talent to submit freestyles. Selected participants were given the chance to refine their work with direct guidance, reinforcing Reebok’s investment in grassroots creativity.
Elsewhere, Goodhood hosted a screening and listening session, debuting an exclusive short film created in collaboration with Reebok. The event blended moving image and sound, expanding the scope of the weekend beyond footwear into broader cultural storytelling.
