Reebok LTD's Premier Ultra Sneaker Got a Premier Ultra Party
Reebok LTD’s Premier Road Ultra is worth celebrating. Dubbed the ‘techy Dad shoe’, the brand’s updated take on mid-2000s sneaker style dropped in some pretty crazy colorways last week—leading to serious debates among Highsnobiety employees as to whose personalities align more with, say, a washed out magenta, and who’s rocking with more of a zippy neon vibe. But despite differences over color palettes, one opinion was unanimous: we’re into it.
Last Thursday circa 7pm, some high-energy techno started rumbling down the capacious boulevard of Berlin’s Unter den Linden, a tell-tale sign of a Highsnobiety party. In every one of those maximal colorways, the Premier Road Ultra stacked the shelves of our industrial flagship space from floor to ceiling, while the German capital’s most discerning sneaker connoisseurs discussed, perambulated, and sipped on orange wine. For those serious about shoes, this was something of an international summit.
Unquestionably, the highlight of the evening was a live performance by Berlin-based DJ and artist Slim Soledad. Part ambient, part techno, part spiritual awakening, Slim’s set held the audience in a near-silent stupor for the best part of an hour, while the dystopian remnants of pop music seemed to melt away in their ears. Were it not for the thumping tech of Alada that followed, that trance might have gone unbroken. The evening was a perfect mix of avant-garde reflection and all-out party.
Reebok have a history of putting out some pretty whacky sneaker designs, especially when it comes to color. And this offering does not disappoint. Subtly referencing the brand’s previous designs, the upper on this shoe is a patchwork of different meshes, knits, and colors. But what could have become a Franken-sneaker is presented in a surprisingly neat, sleek package (you might go so far as to call it pretty). Plus, some more neutral color options alongside the crazy ones mean you don’t have to be an experimental musician yourself to wear them—heck, we’d even recommend grabbing a pair for every family member, your newspaper-reading dad included.
One final feature Reebok highlights is the loud, prominent placement of its iconic vector logo. For the brand, this shoe marks a real update in brand direction and design, and the sneaker boffins behind it are clearly proud of their work. And with good reason — this is a sneaker which works.
You can shop the Reebok Premier Road Ultra at the Highsnobiety Store here, or online at Reebok Europe's own store.
