Hip-Hop’s Bobby Ray Teams Up With Reebok’s Classic Remix Footwear Collection

Hip-Hop's Bobby Ray Teams Up With Reebok's Classic Remix Footwear Collection


Watching Bobby Ray (formerly B.o.B) energetically hop around a stage that’s been set up especially for him inside the Footlocker store at Atlanta’s Gallery at South DeKalb mall, it’s not hard to figure out why Reebok tapped him to be the spokesperson for their new Classic Remix Footwear Collection. As he flies through his catchy single, “I’ll Be in the Sky” the fans gathered in the space look on in wonderment. It’s clear a star has been born.

A self-proclaimed old soul, Bobby Ray has been touted as the most exciting artist to hit hip-hop in years, and with just cause. His music, reminiscent of André 3000 and sprinkled with the undiluted self-perception of Kanye West, has been igniting audiences all over the globe — and the 20-year-old doesn’t even have an album out yet. Call him something of a phenomenon.


“The best lesson I’ve learned [over the past two years] is … staying positive,” Bob says, his normally jovial smile replaced with a somber look. “I know that sounds like one of those things that you hear on career day in kindergarten, but it’s actually quite challenging.”

Hip-Hop's Bobby Ray Teams Up With Reebok's Classic Remix Footwear Collection

Still, Bob has dealt with the high praise and the inevitable pressure that comes with fame, relatively easily. His debut album, due out this summer, is an accurate reflection of the “wise beyond his years” persona he exudes. That said, being tapped by Reebok is the culmination of what he’s been working to accomplish since he signed with Grand Hustle/Atlantic a year ago.


“[Teaming with Reebok] really shows you how as an artist you can build a career beyond just working with a label,” says Bob, who remade a Tribe Called Quest’s classic “Bonita Applebum” for Reebok’s Remix Footwear Collection campaign. “The music is what puts the sounds with the visuals, and you just create a reality with it. You create a world with it and you reach people through it.” –jacinta howard

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