Introducing WIT's third collaboration with Reebok, the WIT x Reebok Nano X. Inspired by the streets of Shoreditch London, and available to the World next Thursday 22nd of October at 8PM BST / 3PM EDT. Ahead of the launch, we break down the inspiration behind the collaborative design, and take a look back at the history of collaboration between WIT and Reebok that was born in the vibrant streets of Shoreditch, London.
Founded in 2015 in Shoreditch, WIT was born and raised in the beating heart of London's sneaker culture. it was here that we first began our relationship with reebok.
Rewind to 2015, and it was in the bustling streets of Shoreditch London that WIT's first permanent store opened its doors. WIT was born out of the need to give the training obsessed the assortment they were looking for and the choice they deserved. It was here in the streets of Shoreditch that WIT first began our relationship with Reebok. The two brands became united by fitness, and in the 5 years since, Sam Kitching (Co-Founder of WIT) and Tal Short (Head of Performance Product, Reebok) have worked ever more closely to develop collaborative limited edition designs that offer the best performance product to our consumer with designs that hold a special place in the heart of the community.
"My goal with the WIT X REEBOK NANO X was to design a shoe that represented the amazing community of fitness but also the unique shoe culture that was born out of WIT in Shoreditch London." Sam Kitching, WIT Co-Founder.
Sam Kitching, Co-Founder of WIT explains his inspiration behind the mindful design of this latest collaboration...
"My goal with the WIT X REEBOK NANO X was to design a shoe that represented the amazing community of fitness but also the unique shoe culture that was born out of WIT in Shoreditch London. Here, we were surrounded by a strong sneaker culture having neighbours such as Sneakersnstuff, Nike Lab and Boxpark. We often saw queues out of the door for the latest Reebok DMX, Club C, FURY and Kamikaze drops at Sneakersnstuff. We loved the obsession and passion this community had for their shoes, and we thought there was no reason why we couldn’t have the same. I remember going to Las Vegas with the Reebok brand director Jonny Kidd in 2017 and discussing the culture in Shoreditch and how we wanted to create the same in training. In 2018 in Barcelona Jonny Kidd and Tal Short (Head of Performance Product) surprised me with our first ever Co-Lab the WIT X Reebok Legacy Lifter.
I have always said that every shoe has a story and it is our job to tell that story. So when designing the WIT X REEBOK NANO X, it was about taking that amazing performance product but giving it a look where it would fit right in any of our neighbouring stores. This authentic and real culture in the sneaker world inspired us to become real story tellers and help adopt a similar culture within our own community."
The splashes of punch pink are nods to the vibrant streets of Shoreditch. Whilst the black heel and chalk patterned midsole are inspired by the black bumper plates of our London training space, and the chalk covered floors of boxes around the world.
This special collaboration is chalk full of mindfully curated details, all nods to our shared history and passion for merging design and functionality. The splashes of punch pink are nods to the vibrant flashes of colour throughout the urban streets of the eclectic district of the city, and the the alabaster upper takes queues from London streetwear. Whilst the black heel and chalk patterned midsole are inspired by the black bumper plates of our London training space and the chalk covered floors of boxes around the world.
The difference is in the detail with our WIT x Reebok collaboration. The limited edition release features industrial typography, inspired by the warehouse aesthetic of Functional Training spaces. It is this typography which expresses WIT and Reebok's union throughout the shoe, we are 'United by Fitness'.
Taking aesthetic queues from London streetwear, the WIT Nano X Capsule has been designed and crafted by us for people who train hard and do whatever it takes.
Essentially, the WIT x Reebok Nano X is a lovenote to Shoreditch, where we grew up, and where we first began our relationship with Reebok. Taking aesthetic queues from London streetwear, the WIT Nano X Capsule has been designed and crafted by us for people who train hard and do whatever it takes. In the same vein as our shared passion for merging design and functionality, the Limited Edition capsule collection has been engineered to stand up to your most intense training.
From Shoreditch to the rest of the world. The WIT Nano Capsule is available at 8PM BST / 3PM EDT next Thursday the 22nd of October. Sign up for First Access now, and you will secure an hour of exclusive early access to the drop on launch day.