Swizz Beatz Celebrates the “Reethym of Light”
Last night, a mélange of hip-hop influencers, tastemakers, and celebrities braved the heat and headed to west side’s swanky event space – Espace, for a massive blowout. The VIP affair was to officially launch the new Reebok Classics “Reethym of Light” campaign and TV commercial and to toast musician Swizz Beatz who has been named the creative director for the brand. Joined by his wife, Alicia Keys, and friends including Jay-Z, Beyonce, Sean “P. Diddy” Combs, Gayle King, Pharrell Williams, Clive Davis, DJ Khaled, Busta Rhymes, Lloyd Banks and a slew of other VIP VIP’s, the super producer officially unveiled the campaign.
”The Reethym of Lite campaign connects people to something they hear on the radio, see on the TV, enjoy at a party – and also see as a commercial during their favorite show,” explained Swizz Beatz prior to the party. “For me, the Reethym of Lite is an “International Party” – it connects the sneakers being light, the rhythm of dance, music, art and style and the rhythm of the people, the fact that everyone should have light in their life. Reebok and Swizz are taking Reebok Lite and the Reethym of Lite global.”
Indeed, the new campaign which officially launched today is SICK, as evidenced by rowdy response from the packed house yesterday during our sneak peek prior to Swizz taking to the stage. And, that was also insane, the hit maker (who has, according to him, over 500 songs to his credit) accompanied by his wing man performed for nearly an hour with samples of some of his best work. Hits performed included songs from Jay-Z, Busta Rhymes, and so many more.
Check out videos from last night