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  • Extra Butter x Reebok ‘Men in Tights’ Pack – ‘Ahchoo’ Pump AXT
  • Extra Butter x Reebok ‘Men in Tights’ Pack – ‘Ahchoo’ Pump AXT
  • Extra Butter x Reebok ‘Men in Tights’ Pack – ‘Ahchoo’ Pump AXT
  • Extra Butter x Reebok ‘Men in Tights’ Pack – ‘Ahchoo’ Pump AXT
  • Extra Butter x Reebok ‘Men in Tights’ Pack – ‘Ahchoo’ Pump AXT
  • Extra Butter x Reebok ‘Men in Tights’ Pack – ‘Ahchoo’ Pump AXT
  • Extra Butter x Reebok ‘Men in Tights’ Pack – ‘Ahchoo’ Pump AXT

Extra Butter x Reebok ‘Men in Tights’ Pack – ‘Ahchoo’ Pump AXT

2012

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.

Press Release:
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.