Any creative who has worked with a major brand knows about the “Research and Development” (R&D) meetings, where you’re asked to come in so they can “pick your brain.” Creative Director Cam Hicks, who has worked with brands like Louis Vuitton and Stone Island, is familiar with these meetings and used the rollout for his new Reebok BB4000 II to poke fun at the process. In the promotional video, the owner of the HICKS brand travels to Reebok’s Boston Headquarters and is tricked into participating in an R&D meeting filled with industry buzzwords. The video eventually unveils his Reebok BB4000 II colorway, which his family and DMV roots inspire.
Hicks credits Reeboks as a staple growing up in Virginia and Maryland thanks to his family wearing Classics and Allen Iverson’s influence. “It’s going to sound cliche, but family was the driving inspiration for this collab on the BB4000 II,” said Hicks. The colorway pairs Chalk, Orange, and signature HICKS turquoise with a premium leather upper, suede detailing, and a premium leather tongue lining. Additional details include branding on the heel and tongue, a stone-printed footbed, and a message reading ‘Act like you been there before’ on the inside ankle. The HICKS x Reebok BB4000 II is available now at hicks.fm and will see a wider release at Reebok and select retailers on April 5.
