In partnership with Illumination and “Minions,” as well as Universal Brand Development, Reebok has officially unveiled its “Minions: The Rise of Gru” collection celebrating the franchise’s upcoming theatrical release slated for July 2, 2021.
Evolving the “Minions” legacy and Reebok’s historically bold brand narrative, the “Minions” x Reebok collection injects inspiration directly from the forthcoming film that chronicles the untold story of one 12-year-old’s dream to become the world’s greatest supervillain.
The collection includes the following shoes:
- Minions x Reebok Question Mid “Gru’s Lab” ($175);
- Minons x Reebok Instapump Fury “Vicious 6” ($200);
- Minions x Reebok Club C “Vicious 6” ($100);
- Minions x Reebok Instapump Fury “Minions” ($170); and
- Minions x Reebok Club C “Otto” ($70).
Completing the collection, “Minions” x Reebok graphics are united across an apparel capsule featuring short-sleeve and long-sleeve cropped and regular tees.
Finally, Gru’s lab is replicated in real life by elevated sneaker packaging that houses each of these Reebok creations. Displayed on the box are hand-illustrated orthographic views of Gru’s childhood bedroom and top-secret lair riddled with Easter eggs from the forthcoming film and additional details that “Minions,” Iverson and Reebok fans will all enjoy.
On Sept. 30, members of Reebok UNLOCKED, the free loyalty program that offers exclusive perks, will have one-day early access to the “Minions” x Reebok collection. On Oct. 1, the collection becomes available industry wide from Reebok.com and select local retailers.
Fans can look out for additional details and content from the collection and more to be revealed by Reebok and Illumination ahead of the Oct. 1 product launch as well as in the lead-up to the July 2021 theatrical release.