Reebok has unveiled Reebok Full Circle, a new cultural hub created to honour the communities, creativity and cultural movements that have sustained Reebok Classics for more than four decades. The projects recognises the people who have continuously reinterpreted, restyled and redefined these silhouettes across multiple generations.
Hosted at The Vinyl Factory (via Phonica Records) 51 Poland Street, the three-day programme brings together established voices and emerging talent across music and style. It forms part of the wider Born Classic. Worn for Life. campaign, a statement that reflects the lived-in longevity of Reebok’s most recognisable designs.
A Living Archive
At the heart of the space is a photography exhibition curated by Ewen Spencer, mixing his documentation of Britisj youth culture with work from selected community photographers. Spencer’s imagery, rooted in the raw energy of late 90s and early 2000s subcultures, provides a context for how Reebok Classics have travelled through music scenes and street culture.
An archival product display curated by Rhys McKee (@cakenotcrumbs) reframes heritage Reebok designs through a contemporary lens. Rather than presenting product as museum pieces, the installation explores how silhouettes such as the Workout Plus and Classic Leather continue to shape current style conversations.
Exclusive Footwear and Customisation
The event also introduces an exclusive Reebok Garment Leather collection showcase, featuring the Workout Plus, Freestyle Lo and Hi, Classic Leather and Club C. To honour the brand’s 1990 era, ten pairs per day will be available for the original 90s pricing, at just £44.99 each.
Visitors can personalise their pairs through on-site leather tag customisation via The CADDY, a mobile creative studio developed by Greater Goods with Dom Johnson.
An exclusive reworked Reebok apparel collection customised by Bele (@ebeleojechi) will also be available across the weekend, offering one-off pieces that extend the Classics conversation beyond footwear.
Graffiti artist Rilla.127 contributes product artwork that reimagines iconic silhouettes as contemporary cultural artefacts, bridging street art language with footwear heritage.
Conversations, Workshops and Sound
Collector’s Index brings together Rhys McKee (@cakenotcrumbs), footwear archivist Alice (@boot.alicious) and members of the Reebok product team for an in-depth conversation exploring archival design decisions, forgotten releases and the cultural impact of Classics over time.
Reemix Sessions with K-Trap open the floor to emerging artists, offering studio access, collaboration opportunities and direct mentorship. The format reflects Reebok’s long-standing ties to music communities and its commitment to supporting new creative voices.
The Riso Print Rave Poster Workshop, hosted by Ed Phipps, celebrates Reebok’s rave-era heritage through hands-on poster making using traditional Riso printing techniques.
Full Circle
Beyond product and programming, the space functions as a genuine gathering point. Coffee, matcha and baked goods come courtesy of Café Vins, alongside drinks from Remedy Drinks, NOBL Water and MOTH cocktails, with food provided by Panadera Bakery. These partnerships reinforce the idea of community rather than commerce.
Reebok Full Circle closes the loop between archive and innovation, recognising that Classics endure because people continue to wear them, reinterpret them and build new stories around them.
