Extra Butter x Reebok ‘Men in Tights’ Pack – ‘Ahchoo’ Pump AXT
Work with Jason Faustino, Co-Owner and Creative Director of NY sneaker and streetwear boutique, Extra Butter, for its collaboration with Reebok. Provided a multi-faceted creative resource for entire project- ideation, art direction, pre-production, photography, film script writing, and copyrighting for press release. Videos produced by Je Ne Sai Quoi Films.
TIME OUT! Long Island’s premier sneaker boutique, Extra Butter, has teamed up with Reebok for their first collaborative release. In customary form for the film-theme concept shop, Extra Butter finds inspiration from Dave Chappelle’s character, Ahchoo, from Mel Brooks’ Robin Hood: Men in Tights. Though the 1993 comedy is an uncanny platform for a sneaker project, the ‘Men in Tights Pack’ reveals a deep connection for both brands to this cult classic. Similar to Chappelle’s big-screen debut as Ahchoo, which marked the beginning of a successful and legendary career for the then up-and-coming comedian/actor, Extra Butter’s inauguration into the business of major brand collaborations is sure to be a prelude to more things to come. Incorporating Reebok’s relationship to the film is Ahchoo’s first scene, where he calls time out during a medieval brawl for a chance to pump up his Reeboks; forever embedding Reebok into pop culture.
The Reebok AXT- a classic silhouette long missing from the scene until recently. Appropriately named ‘Ahchoo,’ colorblocking pays a direct homage to Dave Chapelle’s Afro-Islamic wardrobe when his character first meets Robin Hood during the fight scene. Majestic hues of deep burgundies and purples with hits of light hazel lay upon premium plush micro-suede, pig skin, and leather. The orange basketball Pump plays as a direct call-out to the traditional Pumps on almost all original Reebok Pumps, including the model on set for the infamous movie scene.