Reebok Celebrates The 50th Anniversary Of The SMILEY With The Classic Leather Pump

Born as a symbol of good news in France Soir, a French newspaper that circulated from 1944 to 2011, the SMILEY has officially turned 50-years-old. And to celebrate the occasion, the SMILEY Company has teamed up with Reebok to blend two of the footwear brand’s most beloved creations: the Classic Leather and PUMP technology.

A masterwork of its own, the appropriately-dubbed Classic Leather Pump is outshined by the work of graffiti artist Mr. André, who was commissioned for the shoe’s graphic-adorned leathers. And while rich in color, sporting neon-like shades of pink and orange, the mosaic is hidden behind a layer of white, peel-off paint, effectively disguising the pair as a typical Classic Leather. But over time, the exterior will gradually wear away, revealing a series of spray-painted smileys, emphasizing the “happiness that is always within, waiting to come through.”

Elsewhere, additional co-branding is featured in many forms. The PUMP, for starters, proffers both the Reebok Vector as well as the SMILEY itself, the latter of which swaps out its eyes for the number “50.” And while an identical smiley face marks the insole, the instances across the tongue label and outsole are far truer to the original design.

For a closer look at the SMILEY x Reebok Classic Leather Pump, check out the campaign imagery below. At a retail of $250 USD, the collaboration will be available on April 15th via Reebok.com/Smiley.