Running for Armani

Jimmy Choo and Ugg Australia? Old news. The latest high-fashion brand to team up with a decidedly more mass footwear company is none other than Giorgio Armani, which announced today a global alliance with Reebok International Ltd. to creat a special collection. The collections will be created for the EA7 and Emporio Armani labels (sorry, no Armani Privé running shoes), and will debut tomorrow at Emporio Armani’s menswear show during the ongoing Milan Men’s Fashion Week.

“Today sportswear and active wear have become really important parts of our wardrobes,” said Armani in a statement. “I wanted to offer my customers the possibility of wearing sports clothes that were stylish and comfortable. My new alliance with Reebok is a natural consequence of this philosophy. As with all my collaborations, I am delighted to be working with experts in their field.” Armani’s ongoing relationship with sports has recently made another headline, when he revealed Portugeuse soccer player Christiano Ronaldo as the face of his Spring 2010 Emporio Armani Underwear and Armani Jeans collection. And Reebok’s affiliation with Armani didn’t start with these new shoes: the atletics brand is the technical sponsor of the Armani Jeans basketball team, Milan. “This Collaboration offers a new perspective for the design-minded, fashion conscious, active consumer,” said Reebok International president Uli Becker. “The global style credentials of the Emporio Armani and EA7 brands, combined with Reebok’s fitness and training heritage, and focus going forward, fits together perfectly to provide a compelling new offering in the global sports-style market-place.”


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