Reebok and IDEA Edit the Archive: A New Perspective on the Club C 85
The publishing and design studio applies its signature curatorial approach to one of Reebok’s most
recognizable silhouettes, uncovering new details within a timeless classic
Reebok, the iconic and irreverent sports culture brand, announced its first collaboration with London-based publisher and design studio IDEA. Bringing together two brands rooted in heritage, creativity, and cultural storytelling, the partnership reimagines the Club C 85 through IDEA’s distinctive editorial lens.
The Reebok x IDEA Club C 85 features an IDEA-designed upper crafted from premium suede and canvas, accented with glow-in-the-dark details, custom tongue labels, heel branding, terry lining, a custom footbed, tonal laces with an additional lace option, and custom packaging.
The collaboration will be supported by a campaign exploring the intersection of sport, design, and publishing, highlighting the archival references that connect Reebok and IDEA. Centered around the tagline, “They Go In The Dark,” the campaign spotlights the silhouette’s new glow-in-the-dark details while celebrating the Club C 85’s timeless design.
Since its founding in 2011, IDEA has built a reputation for uncovering the significance of everyday objects, transforming vintage catalogs, advertisements, sports memorabilia, and printed ephemera into thoughtfully curated collectible works. Rather than simply documenting culture, IDEA reframes it, revealing new meaning in familiar references through careful editing, sequencing, and design.
“Reebok has always understood the relationship between sport, design, and culture,” said David Owen, co-founder of IDEA. “The Club C 85 is an absolute classic—some designs never need replacing, rebooting, or reinventing. Because we approached this collaboration as an homage, we looked for the most perfect shoe and found it in the Club C. At IDEA, we’re drawn to the details that make something feel timeless while finding subtle ways to make it relevant today. The glow-in-the-dark elements add a hidden dimension to the shoe, revealing themselves in unexpected moments, much like the references and details we’re always exploring.”
“Throughout its history, Reebok has been shaped by the athletes, communities, and creative movements that have made the brand what it is today,” said Mubi Ali, Global Senior Product Marketing Manager at Reebok. “IDEA has a unique ability to uncover meaning in everyday artifacts and present them in a way that feels fresh and relevant. This collaboration allows us to revisit our archive through a new lens while celebrating the moments that continue to inspire future generations.”
The Reebok x IDEA Club C 85 ($130.00 MSRP / £130.00 GBP / €140.00 EUR) will launch exclusively at Dover Street Market locations in Tokyo (August 6), New York (August 7), and Los Angeles and London (August 8). The global release will follow on August 13, 2026, at 10:00 a.m. ET on Reebok.com and at select retailers worldwide. The shoe will be available in unisex sizing.