REEBOK | WOVEN INTO THE FUTURE

Earlier this fall, Reebok announced a new footwear technology called Flexweave - revolutionary shoe upper material that is incredibly versatile, providing a balance of lightness, durability, fit and stability. Reebok partnered with three designers across the world to create bespoke fitness prototypes to showcase this one-of-a-kind material.

The design partnerships within this collective are known as "Woven into the Future" and includes an altitude-training mask from the UK design collective Modla (ENG) that showcases the material’s softness and durability, an “active seat” from Dutch collective Odd Matter (AN) that highlights its flexibility and strength, and GPS-enabled gloves by Joe Doucet x Partners (USA) to display the material’s customization and versatility.

The Flexweave material will first be seen in the FAST Flexweave running shoe, available in February on Reebok.com, and the material was developed through the Reebok Innovation Collective (a division championing the open-sourced pursuit of progression via innovation and partnerships that aims to push the boundaries of invention). These partnerships with the global fitness brand explored the potential of Flexweave and explored its limitless potential to create a unique product that links form and function to create an aesthetic product that utilizes the benefits of the technology while serving a fitness purpose. Flexweave boasts an open figure-8 construction that interlocks unlimited strands of fibers to create a single surface construction that is as strong as it is light. All designers worked with the version of the textile that will appear in the first-generation of Reebok Flexweave footwear, launching in 2018, made from chenille yarn.

JOE DOUCET X PARTNERS -  New York City, United States

As a designer, entrepreneur, inventor and creative director, Joe Doucet is one of the most sought-after creative talents in America. Doucet designed a pair of Reebok Flexweave running gloves, form-fitting to the wearers hand, absorbing sweat as they run and lightweight for maximum comfort. The prototype was designed with the vision of being GPS-enabled, guiding the wearer through their run with flashing LED lights to indicate when to turn left or right.

“My inspiration was to capture the unique qualities of the Flexweave technology through something advantageous to an active lifestyle. The strength, flexibility and multi surface durability of Flexweave led me to the idea of a ‘smart’ running glove with a sleek, stylish silhouette. With the form crafted by Flexweave, the next stage of development would be GPS integration paving the way to a new frontier in wearable technology,” said Doucet.

ODD MATTER -  Rotterdam, The Netherlands

Odd Matter is a design studio driven by curiosity; researching, creating and exploring the world through its materials, processes and concept. The duo created a furniture series of ‘active sitting’ chairs; made through a combination of Reebok Flexweave and malleable EVA foam.

“The Inspiration for the chair came from the Flexweave material itself. Whilst experimenting and playing with the fabric we were very intrigued by its behavior, structure and strength under tension. From there we wanted to create an object that played with that tension, a bit like the string of a bow, something in which the tension and strength is palpable,” said Els Woldhek, Odd Matter.

“Working with the Flexweave was very interesting, for instance when cutting it in different directions you straight away notice the differences between the fibers and the technical properties of the Flexweave. This in turn has made us really curious about everything else that is possible with the technology.”

MODLA – London, England

Co-founded by Jon Fidler and Richard Goddard, Modla is an artistic design house specializing in technological innovation, pushing the creative boundaries of 3D printing and digital 3D design. The pair created an entirely new Reebok Flexweave altitude training mask; 3D printing the valve technology across the nose and mouth, coupled with a Flexweave facial strap to comfortably wrap around the wearer’s face during intense training.

"I do a lot of high intensity training so I’m interested in how such equipment works, functions and can help improve performance. But we also saw the potential in the aesthetic of the Flexweave material, to create something which would blend with the mask and align with the contours of the wearer’s face.

As it happens, the Flexweave material provided even more benefit than just the aesthetic and was amazing to work with. It’s strong and durable, so perfect for a product that will get a lot of wear and tear; while also incredibly lightweight, making it breathable on the face for athletes when training." said Fidler.

“Flexweave is going to a major part of the Reebok DNA moving forward. With this creative and imaginative project, we’ve achieved exactly what we set out to do; demonstrate through collaborations in other fields what Flexweave can truly achieve when put to the ultimate test,” said James Woolard, Global Marketing Director, Reebok Running.

“The Reebok Innovation Collection champions the pursuit of partnerships and innovations that will continue propelling the brand forward in spaces like fitness, fashion and footwear. Flexweave represents a huge step forward in footwear upper technology and brings with it a wave of anticipation and excitement for what the future holds for this brand”.

Reebok has extended the creative experience around Flexweave to its community, setting up an interactive digital experience on the Reebok Innovation Collective website called ‘Create Your Weave’; inviting you to construct your own virtual weave design and share it with friends.

The brand is also working with one of Savile Row’s finest tailors, Huntsman & Sons, to create a bespoke men’s suit made from Flexweave. Designed for Reebok Running ambassador and superstar WR Brandin Cooks, the experimental pursuit will be complete in Spring 2018.

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Missed the Dec Issue of Athleisure Mag? Check out our cover girls EDM DJ duo NERVO.

COLLAOBRATIONS BEYONCE'S STYLIST BRINGS THE STAR'S STYLE TO BARBIE

The iconic nature of Barbie means that she will reflect a number of styles, themes, careers and more. In the last few years, she has taken it to the next level in terms of various shapes, height and more. Of course when she collabs with stars and those in the know, it's truly epic. If some of the looks featured in this post seem familiar, then you recognize none other than Queen B, Beyonce's looks from her Lemonade album as well as her Formation Tour!

Beyonce's stylist for both projects are courtesy of Marni Senofonte who partnered with Barbie to bring these looks to little girls and of course those taking a break from adulting! You can see more from the Marni Senofonte x Barbie collection which will be out later this year. These looks are so playful and definitely athleisure minded as they are seamless when worn from one activity to the next (with some serious details and accessories).

STATEMENT BOUND | A CONVERSATION WITH SPRAYGROUND'S DAVID BEN DAVID

Whether it's via Instagram or candid shots in your favorite weeklies, you have seen athletes, celebs, their children, entertainers and more rocking backpacks that are designed at another level (bold graphics, wings, fun fabrications)! From backpacks, accessories, and apparel - this pop art is a coveted favorite that has become a collectible by those in the know.  Known as Sprayground, its founder and designer, David Ben David aka DBD, has taken his love for traveling, surfing and skating to build his empire on bags that allow you to keep it moving! With a background that also embraces the street art scene - he continues to challenge himself with new designs that have added to the cult phenomenon of the brand! 

As we transition into Spring, designers are already seasons ahead in terms of design, shooting project and being inspired. We took some time to chat with DBD to find out more about the brand, celebrities who have embraced his collections, his collaborations and more.

ATHLEISURE MAG: Tell us about your background and how you came up with Sprayground?

DAVID BEN DAVID: I love to travel with bags, from surfing to skating when I was a little kid, I always had bags. But I always had a black bag, so boring and generic, right? So then the idea came to me: let’s spice up this category. There was an opportunity there. I just created one bag, the Hello My Name Is bag, because I was from the whole street art scene, where that sticker is very iconic in my world. So I put it on a bag and it sold out very quickly. I was freaking out, because I was, like, am I going to be a one-hit wonder? I had to challenge myself. So I came up with the Money Stacks bag, [which] was better than the Hello My Name Is bag and everyone–every celebrity, athlete, musician–wore that bag. And ever since then we’re getting a lot of traction. We are now sold in over 80 countries.
 
AM: What is the Sprayground aesthetic/lifestyle?
 
DBD: The Sprayground aesthetic/lifestyle can be categorized as being one of ambition and drive. It's comprised of luxury and the jet setter life, always on the move, all the while maintaining a certain level of style that can only be achieved through our unique designs and silhouettes.

AM: Why do you think a number of celebrities and entertainers are drawn to this brand?
 
DBD: Artistic, different, they appreciate the edgy designs and lifestyle. Bold, you feel empowered when you put on Sprayground.
 
AM: Who is the Sprayground guy and girl?
 
DBD: Sprayground's demographic is so vast as we have kids from ages 12-16 to adults and celebrities like Chris Brown, Odell Beckham Jr and Spike Lee wearing our bags.

I would say our core demo is 17-30, currently skewed male, however; our female demographic is expanding drastically, especially since we launched a female oriented capsule for our 2016 Back to School Collection in early June and will continue to launch female oriented capsules called “The Duchess” collection.

Sprayground’s guy and girl is alternative, edgy, collective, fun and fashionable.
 

AM: In addition to your core line, you have a number of collaborations or special collections - what have been some of your favorites and what should we keep an eye for out this Spring and Summer?
 
DBD: Spongebob was a cool story. The actual creator of Spongebob approved the designs himself, which they never approve anything. We have a Simpsons collaboration launching that the creator of Simspons approved those designs as well. Keep an eye out for more exciting collaborations coming this Back to School season!

AM: What are your personal favorites in your lines?
 
DBD: Each bag I create is like a new baby... I love them all.. I created them.
 
AM: Who would you love to see wearing Sprayground that has yet to rock it?

DBD: Happy seeing “people," all people are celebrities under God’s eyes.

AM: Where do you find inspiration when you are thinking of the next season or campaign?
 

DBD: Living in this creative and vibrant city, New York. Also, traveling. In each season, every piece tells a different story. Our collections play and have multiple different themes. Every campaign has energy and color. We cater to everyone. 

AM: In your personal time, where can we find you brunching, going to happy hour and working out?
 

DBD: 4 thinks I like: Family, Traveling, G-d and creating.

AM: When you're not designing where or what can we find you doing?

DBD: I'm always in a state of creating...building a brand is like fighting a battle..the second u stop, the next brand can advance.. it's about always being new, innovative and building and motivating a team around you.
 

| PHOTOS COURTESY Sprayground | Odell Beckham Jr; NFL Giants | Young Thug; Rapper | Ruby Rose; DJ, Actress, Model, Recording Actress, TV Presenter, Former MTV VJ | Chris Brown |

Read more from the Feb Issue and see Statement Bound, A Conversation with Sprayground's David Ben David in mag.

XOXO, BOY MEETS GIRL

Brands are born for a number of reasons, but some emerge to simply mark a moment as well as an extension from a lifelong passion that needs to be shared with like-minded individuals! Stacy Igel is the powerhouse behind Boy Meets Girl® which she states is the original athleisure brand and is coveted by celebs, "IT GIRLS," and more. We talked with her about how she came to fashion, the story behind the advancement of the brand, upcoming brand achievements and of course how she stays on top of it all as a wife and mom of her young son.

ATHLEISURE MAG: We think it's pretty appropriate to have you in this issue as our Style Director has always mentioned your brand as one of the early athleisure brands. Walk us through your journey in fashion that led you to creating Boy Meets Girl®!

STACY IGEL: I knew at a very young age - I tell people in the womb, who I wanted to be – a fashion designer. It was a pretty direct path in terms of getting here, but also there are hurdles. I dressed my classmates, had my own little lookbooks in 1st or 2nd grade and would make catalogs. I would make them without Instagram or social media. I just used polaroids to create them – this was pre-photoshop or even using computers! 

My mom was an entrepreneur. She created a lumbar support and she was always going to Hong Kong and Taiwan. She would bring back these trinkets from these places that were super cute. I just loved them and I started making catalogs and selling these items in there. Like I had the first charm necklaces back in the day so it was so cool. So I was this budding entrepreneur and I learned how to run a business. 

Then, while my mom was building her business she went from doing it at home to expanding to factories, tradeshows, etc. So even though it wasn’t designing, a clothing collection, it was a back machine that came in one color and one price point and she was a physician’s assistant – she was still making something and it was the things that you did to start a business. Creating something, selling, producing a product and dealing with factories. So when I was young, I knew I wanted to have my own business and to design. She definitely inspired me. My father was also very encouraging in my dreams. He is a doctor. Therefore, I had no family who was in the fashion business.

I started taking classes – there were opportunities at Columbia College in Chicago as my grammar school and high school at that time didn’t have the opportunities that people do now to learn those skills. I had to take a lot of extracurricular classes to learn more about design.  

I worked in retail at the Gap and in college worked in a retail store in Madison-Wisconsin where I made my first product and sold it there. I was always just on this track that I knew I would do this as well as understanding all facets of this business. My mom taught me that you can’t just do one thing you have to understand all facets from design, retail and manufacturing.                                                                                                                                                                     

Rosario Dawson in Boy Meets Girl

When I went to school I triple majored at the University of Wisconsin in Design, Retailing and Business. I got a Certificate of Business and I was able to carve out the 360 of how to be in business, do design and more. I took internships where I was able to learn more, did fashion shows etc. During my Junior year, I was able to study in London with Zandra Rhodes who is a very famous designer. I also worked with Donna Karan and Elsa Klensch (host of CNN's Style With Elsa Klensch), I was dabbling in a lot of areas and I even interviewed in '98 Marc Jacobs at one of his first NYFW shows in SOHO and I got to see behind the scenes and what it took to be in it. Seeing all these things, my parents asked did I still want to do it?  Of course I did!

When I graduated, I designed for Elie Tahari and was hired by him. I left there and went to Izod and learned high fashion as well as mass and branding. In 2001 right before Sept 11th, I left to pursue my own thing. Then the 11th happened and my first tradeshow was right around that time. 

My collection at that time had a lot of ribbons as well as the original Boy Meets Girl collection as it was focused on the Fourth of July and I was showing it in Sep as it was showing my Spring/Summer collection for the following season. My first department store who bought the line was Bergdorf Goodman at this trade show which was my first in NYC. It was crazy to sit in this booth showing it there and my mother kept nudging me saying, “it was the best store in the world.” There were about 60 designers that were showing; however, I was a hot booth as I had something new and fresh that resonated with all the customers (not to mention I had my awesome mom working with me at that show ... those were the days). I had a purchase order that was a nice amount and I was handmaking and screen printing everything – I did it all myself and then I realized that now that this was a thing, I’d have to get a factory as it was a big company and I was in business and had to ship all these goods. 

I am the direct line of having the passion, wanting to do it, being involved in every facet and a budding entrepreneur. I never stopped working – I have been working since I can remember as it’s what you do when you love it.

AM: Who is the Boy Meets girl customer?

SI: We like to say that she has a young attitude, she has a bit of an edge, she’s fun, she doesn’t take life too seriously. She really believes in being good and doing social good to help change the world. It’s not one specific thing, but she is into music and what’s happening. She loves going to concerts, traveling, etc. We like to say that it’s not only runway, it’s about being on the go and not taking things too seriously and having a good time. We’re the original athleisure brand which is why we love that this is in Athleisure Mag!

You’re on the plane, you’re on the go it fits your personality and it’s not about a specific age - just our attitude and how you feel. It’s amazing for me as the person who has built it to see what they come for, how they come to the brand, what they buy and why they buy. It makes me pinch myself sometimes.

Eva Longoria wears Boy Meets Girl

AM: How did you come up with the logo?

SI: I have a cool story on this – as it came from meeting my husband. I was going to dinner for the first time with my husband – at that time he was my boyfriend to meet his parents. On his wall, he had silhouettes of his brother and sister. When I was younger, we had something like that of me and my sister. The logo isn’t us per se but when I looked at it I was like, oh “Boy Meets Girl” – the first time you meet someone, the first concert, travel experience. It’s a moment and a story. 

After that night, my husband (who was also a graphic designer) and I started playing with the silhouettes, poofing the hair up, playing with the layouts etc. We then focused on trademarking everything, did the IP, spent a lot of time to protect the name across all apparel as well as internationally. You have to learn about all the protection and we deal with IP and protection on a daily basis. I always say that the logo is us in some ways but it’s really everybody as it’s about the story. Being young and having a good time.  I am also grateful my husband is a fashion/entertainment lawyer so the early days of putting this all together definitely inspired him too!

AM: What collabs have you done that you liked and of course, tell us about Care Bears.What collabs have you done that you liked and of course, tell us about Care Bears.

SI: One of my latest collabs that I partnered with was a very intimate NYFW show this past Sept where we partnered with Justine Skye and subway talent that were dancers into this space. I worked with Randy Jackson and he had an artist from Singapore named Will. What I did in this show (I’ve been known to partner with a number of artists/talent such as Wyclef Jean, Pharell, Leah Labelle, Natasha Bedingfield, and many more) was different then my other shows due to venue space. We could only invite 120 people and showcased the brand alongside new artists. A lot of artists I have worked with, we work together right before they hit. I mean when we worked with Justine she had never performed a NYFW live show before and then right after, she was opening for Beyonce which was crazy! It was really about showcasing the talent and infusing them in a great spot with great people and it’s the heart of who we are as a brand. I love this! Working with Wyclef was amazing as it was 3 months of working with him and it was a dream for sure. He is a musical genious.

I love working with artists on the rise and infusing music into our shows and keeping it fresh. We also did a Buy Now Wear Now concept in 2016 in partnership with Shopify and we did the same in 2012 with Wyclef and made a microsite which seemed crazy then compared to how you can do it now. For me, I am always doing things before its time.

Care Bears is iconic and I love being involved in bringing them back. Working with them has been great. We did a sneak peek collection back in Aug which was also at Collette (an iconic store in Paris) and it sold out. I am doing it again in a much bigger collab for 2017 as they felt our brand had a lot of synergy and it is their 35th Anniversary! They felt it would be cool as they are collaborating with a number of brands but no one has created what I have for this collab! Excited to share more. Follow @boymeetsgirlusa and @stacyigel on Instagram as we reveal more in Jan/Feb 2017!

Justine Skye stuns in Boy Meets Girl.

PHOTOGRAPHY COURTESY | Stacy Igel

Read more from the Dec Issue.

AS I AM: THE LIFE & TIME$ OF DJ AM

'AS I AM: THE LIFE AND TIME$ OF DJ AM' looks at the meteoric rise of Adam Goldstein aka - DJ AM. He was  a talented DJ and changed the game by increasing the payscale, establishing the field in the celebrity world and more. While he created a platform, he never forgot his friends and those that he felt made him better as a professional. He truly believed his mantra of "starving the ego, to feed the soul." But behind the fame, he was a man that coped with his own issues rooted in his sense of self and escaping deep unresolved portions of his life. 

In addition to telling the story of DJ AM from birth to death and his love of music as a genre, this film has a number of interviews with luminaries in the industry whom he worked with: Mark Ronson, Samantha Ronson, Steve Aoki, Paul Oakenfold, Diplo, and A-Trak to name a few. 

Throughout the film, you hear from DJ AM himself talking about his influences, his performances and thoughts on the DJ world at large. More importantly, you see how he amassed his empire as a seven-figure DJ which, included collaborations, appearances in films, co-founding a DJ management firm, Deckstar (co-owned by Steve Aoki) and his work in DJ Hero.

We sat down with producer/director Kevin Kerslake (who has produced a number of music videos that include Nirvana, Joan Jett, Red Hot Chili Peppers, Stone Temple Pilots; documentaries, live productions, mini-series and more) to find out about the monumental task of creating this documentary, what he aimed to achieve by releasing this film and the greater message at large that he wants to provide to DJ culture, fans and others that are struggling with demons.

ATHLEISURE MAG: When did you realize that you wanted to take this project on?

KEVIN KERSLAKE: It's funny - Adam lived the life of 10 men in half the time that those men get. He died at such a young age and there was a lot of story to tell. And as you know, in a film, you don't have a lot of time either. But there are so many aspects of his life that are alluring from a film/story standpoint. Historically, he changed the game in music and culturally. All of those various components are enticing and would be to any filmmaker.

But the thing that pushed me over the edge was that we have lost some really incredible people over the years to this deadly cocktail of fame, celebrity and substance abuse. Andrea, AM's mom, had reached out to me a year before, and  at the time I said no as I was concerned that since she reached out to me then I wouldn't be able to tell the full story and the truth. Ultimately, I lost a friend and it felt like we couldn't keep having this story happening. I went to AM's mom and said that we have the power to help stop that streak of great artists that are lost to the world. I let her know that I was on-board as long as we told the story and the truth from the inside and the outside. As long as I could tell the story and get final cut without having to sugar coat it, then I was on board to tell the story. AM lived such an explosive life that I think the personal life of someone is what turned the corner for me. 

AM: How close were you to AM when he was alive? 

KK: My interaction with him was purely professional as I did all the film and video for Insomniac. Adam played their events so our encounters were strictly backstage and I never hung out with them. I actually think that although I knew his past and certain facts of his life - it was in your face (tabloids, journalism and as a figure in the music world), that objectivity that I had is probably what made the film more legitimate in a way. Even people who knew him didn't know certain aspects of his life because he didn't share it with them or they didn't care to know/ask. The logical aspect of this, in terms of doing research and being able to go into it without a personal agenda, is pretty critical for any filmmaker I think. 

Even when there are stories that I have been asked to tell, I know my own limitations when I have known the artist. It's like talking about your own family member. You get blind to certain truths that are important to share.

AM: There is so much information when you're watching the film as a lot comes from him, how long did it take in terms of pre-, production, and post?

KK: To the day, it almost took 4 years to make! The first thing we did was to go through his laptops and desktop. There was so much material that we estimated that in the end we had over 100,000 stills, 10,000 video clips, 100's of mixes, letters and text messages that he had saved. In a sense, there was no pre-pro we just put things together. Documentaries are made in the edit. They don't follow the normal production pro- cess. You just start putting things together. Early on, we were given an audio element that was critical to the story. It was the Share that he did on his 11th sober birthday.

AM: Seeing that audio run through the film really struck us, we didn't think that people could have access to things that are said in Alcoholics Anonymous meetings.

KK: Adam put a recorder in his pocket and he did a Share at the meeting. He really tells his story. This film is really DJ AM from the inside- out. He narrates his own autobiography and like you, I thought that this might be (due to anonymity in AA) crossing a threshold. But in further research, I found that there was an entire network of Shares that were available. People who were unable to attend meetings but needed the inspiration that they provided could access them from downloads online to get the assistance that they need.

AM: In addition to his Share, the meditation video was another dynamic element in the narrative.

KK: It's funny, when you see these relics of what he used to bring him peace, they are very evocative of his state of mind. It showed what he yearned for that he didn't have living a life on the road or in the city.

AM: Documentaries pay homage to the person but, you see DJ AM providing tributes to a number of his friends within the DJ world is that something that you planned?

KK: What that said to me was, that he cherished his relationships and was a man for others. He was selfless in that regard. It tells you a lot about someone when you know who their heroes are. DJ Jazzy Jeff was really a central figure in his life. Just as a fan and someone who just has a great heart and is so solid.

AM: What do you think of what AM would think of the state of music now for DJs and doors that he opened?

KK: There is some speculation involved of course, but I think that people are pretty dialed into him within the scope of the music industry. He would be one of the biggest DJs on the planet still and would have gotten into production. He would have followed where that world was going when DJs started to produce more. Who knows where the Travis Barker and AM collab would have gone. Would they have added more people in the band?  Would it have been more of a visual spectacle? That's more speculation too. 

I think that what impressed me about Adam is, he was just a fan of music and I think that his ability to see the virtues of all sorts of genres, the power of music and how it was able to bring people together and move people. I think that would have continued on. The dark underbelly of that is what DJs are doing. A lot of sets are preprogrammed and maybe he would have been able to highlight some of the weakest aspects of where DJ culture is going and to arrest its slide into a bit of a robotic sense.

AM: What were your goals in creating this movie and how did that correlate to the expectations of those within the DJ culture and fans at large?

KK: This film exceeded my expectations, to be honest. My intention was to dive in and tell the truth and the whole story of AM, his musical impact and import as well as the story of his personal life. Once we got into certain periods of his life and found out there was an episode or circumstance that he had to plow through - they entailed a lot more adversity than what I was aware of and even his family and friends. Once we uncovered his secret stuff, the story took on great dimension and in the end you have a real sense that you know him and that you have lost a friend. It's someone that should still be here walking amongst us. 

When you do a film, it involves a lot of things. Obviously, it includes story, structure, tone, laughs, tears and all of that. I think that my intention was to hit all of those different corners in AM's universe, but to do it in a style that had a certain fidelity to what he did musically. The film is a mashup in its own right and could pinball all  over the map with a velocity that he spun. I feel that the film does that and with what I am seeing in terms of the reaction to the film, it's super rewarding.

AM: As the person who dedicated 4 years to the film - what do you do after this - take time off or go into the next project?

KK: Throughout my career, I have been fairly promiscuous with style. I can go from a miniseries to a music video to a documentary to a commercial to still photography. This is the longest time that I have been on a single project. It's also the most difficult job I have ever done politically, emotionally, financially - it brought everyone (especially me) to their knees. 

In the past few years, we started putting the finishing touches on it to get it out to the world. I have been working on various projects as well. Releasing a film entails a lot of work as well and it's not like I am not working on it anymore. Now that we made it, it's making people aware that they can see it and share it with friends. This is less a commercial venture than extending Adam's legacy forward and it takes work and we're still working hard on getting it out there.

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If you have yet to see AS I AM: THE LIFE AND TIME$ of DJ AM, visit their site to see where it airs in your city as additional theaters will be added throughout the summer. 

Read more from the June Issue